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Vikrant Kaushal

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Review Sep 2026

Online retail experience as a driver of brand stereotypes and psychological brand ownership

Experiential marketing has gained significant traction in today’s economy due to the value consumers place on favorable, memorable experiences with a brand and its platforms. Accordingly, this research aims to investigate how the online retail experience (ORE) affects the stereotyping of the brands in question and...

Vikas Kumar, Vikrant Kaushal · 0 citations

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