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Keywords: Immersion
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Journal Articles
Industrial Management & Data Systems (2026) 126 (5): 1555–1579.
Published: 17 November 2025
... presence and immersion in the relationship between luxury consumers' psychological and behavioural inspiration towards VTO and the brand. The impact of IT Identity is also assessed as a boundary condition. Design/methodology/approach Data collection followed a mixed-method approach, including focus...

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