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Journal of Global Scholars of Marketing Science Volume 31, 2021 - Issue 3: A Tribute to Jagdish N. Sheth
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Digital service innovation, customer engagement, and customer equity in AR marketing

Kyung Hoon Kima Department of Business Administration, Business School, Changwon National University, Changwon, Republic of KoreaORCID Iconhttps://orcid.org/0000-0001-7866-5342View further author information
ORCID Icon,
Eunju Kob Department of Clothing and Textiles, College of Human Ecology, Yonsei University, Seoul, Republic of KoreaORCID Iconhttps://orcid.org/0000-0002-3130-5427View further author information
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Sang Jin Kimc Yonsei University, Seoul, Republic of KoreaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0001-9527-0174View further author information
ORCID Icon &
Qi Jianga Department of Business Administration, Business School, Changwon National University, Changwon, Republic of KoreaORCID Iconhttps://orcid.org/0000-0001-8442-1328View further author information
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Pages 453-466 | Received 19 Jul 2019, Accepted 08 Jan 2021, Published online: 14 Jun 2021

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Raouf Ahmad Rather, Shakir Hussain Parrey, Rafia Gulzar & Shakeel Ul Rehman. (2023) Does gamification effect customer brand engagement and co-creation during pandemic? A moderated-mediation analysis. Journal of Global Scholars of Marketing Science 33:2, pages 285-311.
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Seochul Jang, Joonheui Bae & Kyung Hoon Kim. (2022) The effect of B2B service experience on repurchase intention: Focus on roles of organizational agility and customer knowledge sharing. Journal of Global Scholars of Marketing Science 32:4, pages 645-659.
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Kim Dung Tran & Lobel Trong Thuy Tran. (2022) How perceived effectiveness of social media platform and satisfaction affect continuance intention in a pandemic: The moderating role of perceived benefit. Journal of Global Scholars of Marketing Science 32:4, pages 627-644.
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Marina Alexandra Gomes, Susana Marques & Álvaro Dias. (2022) The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing 13:3, pages 187-204.
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