...-colored robots significantly enhance expected service quality and usage intentions in hedonic contexts, where enjoyment and emotional engagement are prioritized. Conversely, cool-colored robots yield more positive responses in utilitarian contexts emphasizing functionality and competence. Furthermore...

...Mukul Dev Surira; K.A. Zakkariya; Muhammed Sajid Purpose The purpose of this study is to fill the research gap by investigating the impact of brand social initiatives on both the warmth and competence dimensions of the brand, as well as examining the brand's potential to induce pro-environmental...