Eugene Cheng-Xi Aw

The “wow” effect in metaverse luxury consumption: an appraisal-based explanation of emotional arousal and exploratory motivation

This study examines how key experiential elements, telepresence, social interaction, immersion, realism and augmented reality elicit the “wow” effect (a strong emotional response) and, in turn, shape willingness to purchase luxury goods. A questionnaire survey generated 409 valid responses, which were analyz...

Understanding Virtual Reality-Based Brand Engagement in Fashion Commerce

A decade of transformation from efficiency to intelligence: tracing the intellectual evolution of marketing and logistics research (2015–2025)

This study examines the intellectual evolution of marketing and logistics scholarship by analysing how themes, collaborations, and knowledge structures in the Asia Pacific Journal of Marketing and Logistics (APJML) have developed over the past decade, with particular attention to the journal's shift toward intellig...