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Keywords: Service brand outcomes
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Journal Articles
Journal of Service Theory and Practice (2025) 35 (5): 723–748.
Published: 06 May 2025
... the formation of service brand outcomes elicited by immersive technologies (Loureiro et al., 2019). While several studies have demonstrated a positive impact of the use of immersive technologies on service brand attitudes and intentions (e.g. Chen and Yao, 2022 ; de Regt et al., 2021...
