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Keywords: Hedonic value
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2024) 38 (7): 892–910.
Published: 08 August 2024
... utilitarian and hedonic value perceptions, and influence consumer purchase and continuance behaviour. Design/methodology/approach The study used the store intercept survey method at 15 retail outlets across four metro cities in India, representing nine prominent retail brands deploying AR technologies...
