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SINCERE VS EXCITING BRANDS IN VR: THE ROLES OF EXPERIENTIAL INTERACTIONS AND AUTHENTICITY
GUZMáN Francisco, COWAN Kirsten, KALENDERC Yunus, KETRON Seth

How Guilt and Anticipated Regret Influence Brand Loyalty in Luxury Consumption
GUZMáN Francisco, LóPEZ Carmen, OROZCO-GOMEZ Margarita