Author

Ian Phau

2 papers indexed here

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Review Open access Sep 2026

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...

Mei-Juan Wu, Garry Wei-Han Tan, Eugene Cheng-Xi Aw et al. · Journal of Research in Inter... · 0 citations

Open access Oct 2026

The cool identity: mediating roles of luxury brand currency and preference in willingness to pay more

This study aims to examine how brand coolness functions as a driver of young consumers' willingness to pay more for luxury products. Specifically, it investigates the mediating roles of luxury brand currency and luxury brand preference in this relationship. Data were collected from 296 young consumers (aged...

Yan-Ting Zou, Garry Tan Wei Han, Ian Phau · Marketing Intelligence &... · 0 citations