The Impact of VR-based Service Innovation on Brand Equity

The Impact of VR-based Service Innovation on Brand Equity

The increasingly fierce competition in the service market have made service innovation a focal point of continuous attention and exploration in both academic and industry. The development of VR technology has provided new options for enterprises to innovate in services. However, employing VR technol...

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Bibliographic Details
Main Author: CHEUNG, Pan
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2024
Subjects:
VR technology
service innovation
corporate association
brand equity
purchase intention
Business Administration, Management, and Operations
Technology and Innovation
Online Access:https://ink.library.smu.edu.sg/etd_coll/560
https://ink.library.smu.edu.sg/context/etd_coll/article/1558/viewcontent/GPBA_AY2018_DBA_Cheung_Pan.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/etd_coll/560
https://ink.library.smu.edu.sg/context/etd_coll/article/1558/viewcontent/GPBA_AY2018_DBA_Cheung_Pan.pdf

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