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Keywords: Need for differentiation
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Journal Articles
International Journal of Contemporary Hospitality Management (2024) 36 (11): 3865–3888.
Published: 16 April 2024
...’ behavioral intentions and the need for differentiation using virtual-assisted reality. Study 2 tests the underlying mechanism of the need for differentiation and luxury value in an augmented reality context. Study 3 provides additional support for the proposed underlying mechanism using virtual-assisted...
