The primary objective of this research is to develop a better understanding of consumer’s post-purchase psychological state by examining the influence of sales promotion and emotional brand attachment on post-purchase cognitive dissonance, taking into account the mediating role of impulse buying behavior. The current study addresses several gaps in literature. Firstly, it is hard to find the direct impact of sales promotion and emotional brand attachment on post-purchase cognitive dissonance. Secondly, to the best of our knowledge, few studies have investigated the mediating role of impulse buying behavior in consumer research. A sample of 256 respondents was collected from Pakistani retail consumers. The statistical findings of this study show that sales promotion has a significant positive effect on the impulse buying behavior and post-purchase cognitive dissonance. Furthermore, results indicate that emotional brand attachment has a negative influence on impulse buying behavior but has a significant positive impact on post-purchase cognitive dissonance. Meanwhile, impulse buying behavior is a potential mediator between sales promotion, emotional brand attachment, and post-purchase cognitive dissonance relationships. The moderating role of Gender describes that the positive relationship between sales promotion and post-purchase cognitive dissonance will be stronger for women as compared to men at a higher level of sales promotion.

Abstract
1. Introduction
2. Literature Review and HypothesisDevelopment
    2.1. Sales Promotion and Post-Purchase CognitiveDissonance
    2.2. Sales Promotion and Impulse Buying Behavior
    2.3. Emotional Brand Attachment and ImpulseBuying Behavior
    2.4. Emotional Brand Attachment and Post-Purchase Cognitive Dissonance
    2.5. Impulse Buying Behavior and Post-PurchaseCognitive Dissonance
    2.6. The Mediating Role of Impulse BuyingBehavior
    2.7. The Moderating Role of Gender
3. Method
    3.1. Data collection
    3.2. Sample Characteristics
    3.3. Measures
4. Analysis and Results
    4.1. Measurement Model
    4.2. Structural Model
    4.3. The Direct and Indirect Effect
    4.4. Moderating Results
5. Discussion and Conclusion
    5.1. Managerial Implication
    5.2. Limitation and Future Research
References

• Muhammad Imad Ud Din AKBAR(Department of Management Sciences, National University of Modern Languages, Pakistan.) Corresponding Author
• Bilal AHMAD(School of Economics and Management, North China Electric Power University, China)
• Mirza Huzaifa ASIF(School of Economics and Management, North China Electric Power University, China.)
• Shahid Ali SIDDIQUI(School of Economics and Management, North China Electric Power University, China.)