Purpose This study aims to answer an important question of how brand-related
communications, including advertising and sales promotion contents, which are …

Purpose The paper focuses on extended reality technologies and their potential contribution
to the improvement of services. First, it identifies extended reality technologies (AR/VR) as …

We develop a framework to facilitate customer engagement in service (CES) based on the
service-dominant (SD) logic. A novel feature of this framework is its applicability and …

Although phygital is overly used across businesses, the construct lacks an academic
conceptualization. The existing studies define the concept in regards to the marketing …

Purpose The purpose of this paper is to understand Gen Zers' tourism experiences and
more specifically, through their tourist practices and their use of social networks. It also …

Purpose–Given the dramatic technology‐led changes that continue to take place in the
marketplace, researchers and practitioners alike are keen to understand the emergence and …

This paper investigates the role of Michelin‐starred chefs as change‐makers and advocates
of tourism activities in both rural and urban areas. We conducted a longitudinal ethnographic …

The notion of creating rich and memorable experiences for consumers constitutes a
prevalent concept in the tourism industry. With the proliferation of destination choices and …

Within contemporary discourse around service-dominant logic, phenomenologically
(experientially) determined value has been placed at the center of value discussion …

Purpose The purpose of this paper is to examine the extent to which the customer-brand
engagement influences the brand satisfaction and the brand loyalty in an online banking …