Rana Muhammad Shahid Yaqub, Muhammad Zafar Yaqub, Muhammad Murad and Sadia Yaqub Khan. (2025). Does Brand Betrayal Indeed Incite Brand Hate? A Moderated Mediation Model of Past Experience and Perceived Deception. Pakistan Journal of Commerce and Social Sciences, 19(1), 77-101. https://jes.ac.pk/index.php/jes/article/view/4