The metaverse has revolutionized the way event experiences are virtualized, as this cutting-
edge technology is especially capable of fostering dynamic interactivity among avatars …

In markets where products and services have become similar, with no major functional
differences and where consumer choices are more and more influenced by emotional …

Crowding is largely associated with negative consumer outcomes such as shop**
irritation and lower levels of shop** pleasure, less positive attitudes and less satisfaction …

Purpose This paper examines in detail how the use of storytelling with parallax technology
can influence the user experience (UX) in online shops as well as brand-and behavior …

Providing visitors with unique and memorable experiences is believed to be a competitive
advantage of theme parks. The purpose of this study was to examine the impact of theme …

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Int. J. Mgmt Res. & Bus. Strat. 2013 Nadine Walter et al., 2013 BRAND EXPERIENCE'S …

Today, experiences are considered a key differentiating factor for companies as products
and services have become similar in terms of their functional attributes. Moreover …

Experiential marketing has been praised as a new, revolutionary concept compared to
traditional marketing (Holbrook and Hirschman, 1982). Providing a pleasurable experience …

The paper analyzes how online brand experience can be measured and determines its
impact on brand loyalty. Similar to offline brand experience, online brand experience is …

Purpose The purpose of this paper is to develop and validate a multi-dimensional scale to
measure retail brand experience. Design/methodology/approach Literature review and open …