THE INFLUENCE OF MASSTIGE VALUE INDEX ON BRAND PASSION AND WILLINGNESS TO PAY PREMIUM PRICE AND MEDIATING OR MODERATING ROLE OF BRAND EXPERIENCE AND ADVERTISEMENT: A COMPARATIVE ANALYSIS OF SPAIN AND PAKISTAN. cmsr. 2025;3(5):512-532. Accessed April 15, 2026. https://cmsrjournal.com/index.php/Journal/article/view/878