... effects on brand equity through hedonic function, perceived quality, brand awareness and brand image. In contrast, the social interaction mechanism strengthens subdimensional relationships. These findings extend the customer brand equity literature and the nature of tourists' perspectives in the context...

... compensation, through 4 experiments, this study examines the impact of social interaction and cross-sensory strategies on the relationship between virtual reality (VR) and improving customers' perception of authenticity and customer experience. Findings Through experimental research, this paper finds...

... sociability. Follow-up qualitative interviews further revealed that, for some patients, waiting contributed positively to patient evaluations through signaling better healthcare quality and facilitating social interaction. Originality/value This research demonstrated the possibility that waiting might...