Tabiya Zafar, Hammad Zafar. THE EFFECT OF BRAND EXPERIENCE ON CUSTOMER LOYALTY: THE MEDIATING ROLE OF BRAND AUTHENTICITY AND MODERATING ROLE OF SELF AUTHENTICITY. JSRD [Internet]. 2026 Apr. 5 [cited 2026 Sep. 30];7(2):12-35. Available from: https://www.jsrd.org.pk/index.php/jsrd/article/view/527