... relationships with firms (Chung et al., 2016 ; Murray and Häubl, 2009) and its positive impact on consumer experience and perceived value (Bang et al., 2019 ; Wedel and Kannan, 2016). This makes managers face significant uncertainties when developing, implementing, and executing...

... technology (e.g. AI) or considered multiple interfaces and their impact on the consumer journey (mostly transactions), this paper aims at digging deeper into AR/VR, while retaining an experiential view on consumption that best serves the contextualisation of AR/VR. Consumer experience Experiential...

..., or to leave a detailed written review about a vendor (Kozinets et al., 2021). The affordance shapes the consumer experience of the brand and the platform. And, because media is social, the functions of platforms shape consumers' social and cultural experiences. Platform assemblages are a broad...

... ; Domegan et al., 2013). Yiran Su is the corresponding author and can be contacted at: yiransu@gmail.com 17 02 2018 20 08 2018 19 12 2018 17 02 2019 18 02 2019 Consumer behaviour Service quality Consumer experience Brand alliance Brand fit Brand...