Enhancing brand experience and brand authenticity: The role of octomodal mental imagery and social presence.
This study investigated the impact of Octomodal Mental Imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers' growing demand for authentic brands. The research employed online questionnaire surveys a...
| Published in: | PLoS ONE |
|---|---|
| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2025-01-01
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| Online Access: | https://doi.org/10.1371/journal.pone.0321883 |