... about such technological developments. Study 2 further supports this positive perception with its conceptual model. Study 3 provides insights into how the moderating factors influence a consumer’s attitude toward CAs and their intention to visit the establishment. Between consumers who have a mobility...

... is despite the relevance of branding to the behaviour variant (Keller, 1998). Thus, CBBE was used in this research to identify the responses to an electronic social marketing game and evaluate its effectiveness. Technologically and aesthetically, electronic games offer social marketers opportunities...