...Jiale Huo; Yahong Jiang Purpose This paper aims to propose a new method for evaluating the effect of out-of-home (OOH) gamified advertising and verify the prediction effect of the method, especially based on emotional experience generated by interactions between individuals and gamified...

...Wanrudee Tangsupwattana; Xiaobing Liu Purpose The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the differences in Generation Y consumer behavior through the comparison of Generation Y...