Muhammad Asim Aziz, Ahmed, M.A. and Shahzore Ali Khan 2024. To examine the influence of consumer brand identification on purchase intention: mediating role of affective brand commitment and brand trust. Journal of Tourism, Hospitality, and Services Industries Research (JTHS). 4, 02 (Dec. 2024), 33–52. DOI:https://doi.org/10.52461/jths.v4i02.3552.