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Keywords: Consumer sentiment
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Journal Articles
International Journal of Contemporary Hospitality Management (2026) 38 (7): 2202–2223.
Published: 01 June 2026
...Andreas Kallmuenzer; Kiran Mahasuar Purpose Legacy restaurants face growing pressure to remain digitally relevant while preserving heritage-based brand identities. This study aims to examine how virtual influencer ( VI ) adoption shapes consumer sentiment in legacy restaurants and how...
Includes: Supplementary data
