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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
... contributes to the nascent literature on imagined brand experiences (e.g. Barhorst et al., 2023) and their influence on service brand outcomes. This work shows that 360° videos foster episodic future thinking in service brand interactions. In other words, consumers imagine future service brand...
