Purpose Because new-age technologies are gaining a broader interest among service
scholars and practitioners, it is critical to identify these technologies and examine the roles …

This study asserts that conceptualizing sensory brand experience (SBE) as an independent
construct is critical to expanding our understanding of experiences provided by brands. To …

This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential
implications for consumer behavior. We begin by proposing a conceptualization of the …

Virtual reality (VR) and augmented reality (AR) technologies are having a profound impact
on a variety of marketing practices and are attracting increasing attention from marketing …

Retail is rapidly evolving to construct virtual environments for consumers. Online product
images, videos, and virtual reality (VR) interfaces enliven consumer experiences and are a …

Augmented reality (AR) technology has generated enormous industry investment and buzz,
with the food and beverage sector quickly embracing this technology in an effort to enhance …

Increasingly interactive touch-enabling technologies are mitigating the lack of haptic
information for products online. This paper explores how consumers' haptic traits …

Purpose Digital technologies emerged as innovative avenues for launching new products,
advertising brands, increasing customer awareness and thus leaving a remarkable impact …

This article details the theoretical foundation of haptics in consumer research. We structure
the review using a continuum from proximal touch‐based interactions to increasingly distal …

Purpose In this viewpoint article, the author proposes “experiential research” as a
comprehensive and integrative methodological framework researchers can apply for data …