This study aims to identify types of virtual/augmented reality–based brand experiences (VR/AR experiences) understand their impacts on consumer–brand relationships. For this study, were divided into four types: entertainment, aesthetic, educational, and real-escape experiences. Today, consumers can experience In a survey who participated in was conducted. A total 518 the survey. To verify hypot...

Regardless of a customer’s social status, wealth, or country origin, Apple products have been notorious for establishing trends in regard to electronic devices. As 2019, China accounted 17% percent all sales. This has made possible large part due Chinese customers’ favorable image the brand and positive experience with products. study aimed examine impact experience, love, engagement on equity....

BACKGROUND Plain packaging requires tobacco products to be sold in packs with a standard shape, method of opening and colour, leaving the brand name in a standard font and location. We ran a randomised controlled trial to investigate the impact of plain packaging on smoking behaviour and attitudes. METHODS In a parallel group randomised trial design, 128 daily smokers smoked cigarettes from t...