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Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
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In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creat
Handbook of Research on AI-Based Technologies and Applications in the Era of the Metaverse
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The recent advancements in the field of the internet of things (IoT), AI, big data, blockchain, augmented reality (AR)/virtual reality (VR), cloud platforms, qu
Handbook of Research on the Interplay Between Service Quality and Customer Delight
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Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to de
Handbook of Research on Global Perspectives on International Advertising
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International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international
Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Technology has brought many innovations and changes in experiential design and experiential products and services. The digital transformations brought about by