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Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and consequences of the exploration of styles in VTO contexts (herein called...
Engaging with customers and addressing unmet value have become increasingly challenging within multi-stakeholder environments of service innovation. Therefore, this paper aims to address this challenge by studying how strategic design abilities address unmet value in service engagement...
This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth.Design/methodology/approachData were...
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