Yuan, Chunlin; Wang, Shuman; Liu, Yue; Ma, Jenny Weichen - In: Asia Pacific journal of marketing and logistics 35 (2023) 2, pp. 398-413
environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity … and brand equity are positively associated, while CED moderates the relationship between PSR and its antecedents …. Originality/value This study sheds light on how PSR in the VR shopping environment can improve brand equity. It contributes to the …