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Keywords: Customer imagination
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–15.
Published: 09 June 2026
... was then tested by two-wave survey data (i.e. before and after the trip) from 294 tourists in Vietnam. Findings The findings indicated the critical roles of customer imagination in triggering anticipated and anticipatory emotions and directly fostering customer CIB . Anticipated and anticipatory emotions...
