Purpose This study aims to understand the theme park visitors’ perceived robotic qualities featured in four different robots, assess their robotic functions and consumers’ loyalty toward four different robotic server types. Design/methodology/approach A structured online survey of 399...

Purpose The purpose of this study is to identify the influence of perceived brand color emotions on perceived brand creativity, assess the influence of perceived brand creativity on utilitarian and hedonic values, measure the impact of hedonic and utilitarian values on brand loyalty and evaluate...