SYED KASHIF RAFI; MUSHTAQUE JARIKO; TANIA MUSHTAQUE. Buy or Not to Buy – The Paradigm; Understanding Correlation between Brand Perception and Brand Loyalty towards Consumer Buying Decision Process for University Students. IBT- JOURNAL OF BUSINESS STUDIES, [S. l.], v. 20, n. 2, p. 203–226, 2025. Disponível em: https://ojs.ilmauniversity.edu.pk/index.php/ibtjbs/article/view/142. Acesso em: 25 jun. 2025.