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      When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications

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      Virtual Reality
      Springer Science and Business Media LLC

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          Mulivariate data analysis

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            A Primer on Partial Least Squares Structural Equation Modeling PLS-SEM

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              Author and article information

              Contributors
              (View ORCID Profile)
              Journal
              Virtual Reality
              Virtual Reality
              Springer Science and Business Media LLC
              1359-4338
              1434-9957
              November 2017
              January 19 2017
              November 2017
              : 21
              : 4
              : 177-191
              Article
              10.1007/s10055-017-0306-3
              b62ef193-6691-4fd3-ad8d-46587e534956
              © 2017

              http://www.springer.com/tdm

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