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Ncaa’S Mental Health Best Practices Still Need Coaching: Perceptions Of Division I Student-Athletes On Strategies And Support Offered By Their Universities, Christopher C. Boyer, Jason Bocarro, Corey Johnson, Austin Thompson-Spain, Lulu Black Apr 2026

Ncaa’S Mental Health Best Practices Still Need Coaching: Perceptions Of Division I Student-Athletes On Strategies And Support Offered By Their Universities, Christopher C. Boyer, Jason Bocarro, Corey Johnson, Austin Thompson-Spain, Lulu Black

Journal of Issues in Intercollegiate Athletics

The NCAA has recognized the growing mental health crisis among student-athletes over the last decade and responded by publishing best practices, passing related legislation, and conducting surveys with student-athletes and coaches regarding mental health. This qualitative study explored the perceptions and insights of 22 Division I student-athletes on current strategies and resources designed to provide the best mental health support to them, along with what they perceive as the barriers or resource deficiencies related to seeking help. This applied research was done in the context of the best practices outlined in the NCAA’s Interassociation Consensus Document: Mental Health Best Practices, …


Game Without A Voice: College Athletes’ Symbolic Participation In Institutional Decisions, Eric G. Kramer, Karina Jolly, Chris Corr, Sarah Stokowski Apr 2026

Game Without A Voice: College Athletes’ Symbolic Participation In Institutional Decisions, Eric G. Kramer, Karina Jolly, Chris Corr, Sarah Stokowski

Journal of Issues in Intercollegiate Athletics

This study examined decision-making by student-athlete advisory committee (SAAC) members within a hegemonic characterization of the National Collegiate Athletic Association (NCAA). Findings revealed that athletes prioritized decisions with tangible, immediate impact – such as mental and physical health and peer support – over broader systemic issues like NCAA legislation. While athletes actively participated in select areas, their perceived influence remained low, particularly within athletic department policy decisions, where findings indicated the greatest gap between participation and desired influence. Such findings reflect a systemic power imbalance that limits athlete agency, reinforced by fears of retribution and structural exclusion from meaningful governance. …


There Is Turbulence In The Vuca World: A Path To Learning From The Micro- Environments Of Decision-Makers And Their Leadership Acumen, Bernard L. Simonin, Paul Lambert Apr 2026

There Is Turbulence In The Vuca World: A Path To Learning From The Micro- Environments Of Decision-Makers And Their Leadership Acumen, Bernard L. Simonin, Paul Lambert

Arab Economic and Business Journal

Decision-makers and researchers continue to ponder on how to cope with today’s volatile, uncertain, complex, and ambiguous environments (VUCA). The catch-all expression “it is a VUCA world” has gained popularity while raising some concerns on its applicability. To date, much of the focus has been in association with large-scale events of a negative nature; research has remained mostly conceptual with almost no extensive empirical investigation centered on the fully unpacked VUCA construct. This study examines the interplay between VUCA elements, turbulence, and disruption; it introduces a turbulence diagnostic tool for leadership and explores patterns of variability across types of triggering …


Breaking Barriers: Advancement Toward Practical Nursing Licensure For Certified Medication Assistants In Long-Term Care--A Descriptive Study, Aleshia L. Maxwell Apr 2026

Breaking Barriers: Advancement Toward Practical Nursing Licensure For Certified Medication Assistants In Long-Term Care--A Descriptive Study, Aleshia L. Maxwell

ATU Theses and Dissertations 2021 - Present

The persistent nursing shortage across the United States, particularly in Long-Term Care (LTC) settings, has complicated the healthcare system’s ability to meet the needs of an aging population. While existing research often examines progression from Licensed Practical Nurse (LPN) to Registered Nurse (RN), limited research explores factors influencing progression from entry-level LTC healthcare workers to Practical Nursing (PN) licensure. This quantitative descriptive study examined the barriers and supporting factors influencing advancement toward PN licensure for Medication Assistants-Certified (MA-Cs) in Arkansas LTC facilities. A convenience sample of N=100 participated in the study. Results indicated that financial and structural barriers often …


Utah Women And Skilled Trades, April Townsend, Susan R. Madsen Apr 2026

Utah Women And Skilled Trades, April Townsend, Susan R. Madsen

Marketing and Strategy Faculty Publications

Currently more than 8 million people in the US work in the construction and skilled trades industries, which have historically been referred to as “blue-collar” jobs.1 The numbers will likely increase as there is a growing demand for skilled labor across the US because of the retirements of experienced tradespeople and the fact that fewer young people are pursuing these fields. Estimates show that by 2030, more than 40.0% of the current skilled trades and construction workforce will retire, leaving these industries with a critical worker shortage.2 Projections suggest that in the US by 2030, the skilled trades …


Bridging Economic Growth And Literacy: Mediation–Moderation Pathways Linking Agriculture, Environment, And Poverty Reduction Across Asian Economies, Muhammad Abubakar, Wasim Abbas Shaheen, Umair Umer Apr 2026

Bridging Economic Growth And Literacy: Mediation–Moderation Pathways Linking Agriculture, Environment, And Poverty Reduction Across Asian Economies, Muhammad Abubakar, Wasim Abbas Shaheen, Umair Umer

Business Review

In the framework of reducing poverty, this study explores the numerous connections between economic, environmental, and agricultural aspects, paying particular attention to the moderating role of literacy. The Study aims to assess how agricultural employment, arable land, forest area, fertilizer usage, and ecological resources shape poverty outcomes in Asia. Utilizing panel data from 46 nations between 2000 to 2023, sourced from the World Development Indicators, the analysis applies advanced econometrics such as FMOLS and DOLS, alongside a panel co-integration framework validated through panel unit root and cointegration tests. Results indicate that agricultural employment significantly reduces poverty, arable land has mixed …


Beyond The Badge: How Internal Culture Contradicts External Service In Urban Police Departments, Rowan Bari Eiselman Apr 2026

Beyond The Badge: How Internal Culture Contradicts External Service In Urban Police Departments, Rowan Bari Eiselman

Educational Studies Student Papers and Posters

This ethnographic study examines how gendered workplace culture and mental health culture shape officer retention in two urban police departments: the Orange Police Department and the Los Angeles Police Department's 77th District. Through ride-alongs, observations, and informal interviews with nine current and retired officers (four female, five male) across various ranks conducted between March and April 2026, this research reveals a troubling contradiction: departments tasked with serving diverse communities struggle to support diversity within their own ranks. Female officers navigate professional isolation, prolonged competence-proving expectations, and implicit career-versus-motherhood choices, with experiences varying significantly between the more supportive Orange PD and …


Struggling In A Man’S World: Moderated And Mediation Model For Women To Stay In The Logistics Industry, Abdul Hafaz Ngah, Nurul Izni Kamalrulzaman, Samar Rahi, Nurul Haqimin Salleh, Jagan Jeevan, Aamir Rashid Apr 2026

Struggling In A Man’S World: Moderated And Mediation Model For Women To Stay In The Logistics Industry, Abdul Hafaz Ngah, Nurul Izni Kamalrulzaman, Samar Rahi, Nurul Haqimin Salleh, Jagan Jeevan, Aamir Rashid

Publications and Research

Technological advancements have transformed the nature of work, attracting more women to challenging industries such as the logistics industry. Despite this technological advancement and progress in promoting gender equality, achieving gender parity in this industry remains stagnant. Using the extended self-determination theory, this study explores new mediating and moderating variables to identify factors influencing female employee retention in the logistics industry in Malaysia. Based on a quantitative approach and purposive sampling, 278 responses were collected from women in the logistics industry through online surveys. Most direct hypotheses were supported, and significant mediation and moderation effects were found. In addition to …


Research On The Impact Of Digital Transformation On Esg Performance Of Real Estate Enterprises, Lung Tim Tong Apr 2026

Research On The Impact Of Digital Transformation On Esg Performance Of Real Estate Enterprises, Lung Tim Tong

Dissertations and Theses Collection (Open Access)

In the era characterized by the dual carbon goals driving the green transformation of industries and the exponential growth of the digital economy, the real estate sector is at a critical transformation juncture. From a policy-oriented perspective, building codes and energy consumption quota standards issued by the Ministry of Housing and UrbanRural Development and other regulatory bodies have rendered it imperative for real estate enterprises to reduce carbon emissions throughout the entire building life cycle. From the market demand side, consumers' preference for green and intelligent living environments has compelled real estate firms to break through traditional development models. The …


The Impact Of Private Label Product Choice On Consumers' Hedonic Consumption Behavior, Xiaosong Wang Apr 2026

The Impact Of Private Label Product Choice On Consumers' Hedonic Consumption Behavior, Xiaosong Wang

Dissertations and Theses Collection (Open Access)

The competitive landscape of the current retail market is changing rapidly, and private label products, as a unique product force, are playing a role in the fierce market competition. While extensive research has been conducted on why consumers purchase private label products, the behavioral outcomes of consumers’ private label choices have not been fully explored. Based on the business reality of private brand retailing in China, this study constructs a research model concerning the impact of private brand product choice on hedonic consumption behavior. Grounded in self-awareness theory, the paper proposes four scientific research hypotheses. Through seven empirical studies, it …


Aggressive R&D Consulting Companies Fail To Align With The Purpose Of R&D And R&E Tax Incentives., Emily Belanger Apr 2026

Aggressive R&D Consulting Companies Fail To Align With The Purpose Of R&D And R&E Tax Incentives., Emily Belanger

Michigan Business & Entrepreneurial Law Review

Research and development (R&D) credits and research and experimentation (R&E) tax incentives have recently experienced legislative changes and litigation related to the questionable methods deployed by R&D consulting firms. Proponents of research tax incentives tout their potential to produce positive externalities and innovation. Critics have pushed back, questioning whether research tax incentives are successfully achieving their purpose. The shifting landscape, litigation over aggressive tax claims, and debatable success of tax incentives signal a need to reassess whether research tax incentives are properly claimed in the United States. This paper proposes stronger regulation of R&D consulting firms to ensure research tax …


How Leaders And Followers Make Meaning: Perceptions Of Spiritual Leadership And Organizational Culture, Joshua J. Yancey Apr 2026

How Leaders And Followers Make Meaning: Perceptions Of Spiritual Leadership And Organizational Culture, Joshua J. Yancey

PhD in Organizational Leadership

This dissertation was grounded in the premise that spiritual leadership behaviors significantly influence organizational culture within faith-based nonprofit organizations yet remain insufficiently understood as lived experiences across organizational levels. While prior scholarship has established theoretical links between spirituality, leadership, and organizational outcomes, fewer studies have examined how such leadership is perceived by both leaders and followers within real organizational contexts. The purpose of this qualitative case study was to explore how spiritual leadership behaviors were experienced and interpreted in relation to organizational culture, mission alignment, morale, and work meaning within a faith-based nonprofit setting. Data were collected from fifteen participants …


Budgeting Apps, Financial Literacy, And Financial Control, Max Masabo, Abdullah Mohammad Mahi Apr 2026

Budgeting Apps, Financial Literacy, And Financial Control, Max Masabo, Abdullah Mohammad Mahi

Presentations - 2026

Our paper shows the real hidden connections between budgeting app usage and financial wellbeing of U.S Households


Using Ai-Based Predictive Scheduling To Improve Patient Flow And Reduce Wait Times In Healthcare Clinics, Oscar Martinez Apr 2026

Using Ai-Based Predictive Scheduling To Improve Patient Flow And Reduce Wait Times In Healthcare Clinics, Oscar Martinez

Posters - 2026

  • Healthcare systems face increasing challenges in patient access and wait times
  • Average wait times for specialist care continue to rise, creating:
    • Delays in treatment
    • Reduced patient satisfaction
    • Increased system inefficiencies (Sanford, 2025)
  • A major contributor is operational bottlenecks, defined as:
    • Points of congestion that slow or disrupt service flow
  • Hospitals typically operate under process layouts, which:
    • Handle diverse patient needs
    • Reduce specialization efficiency
  • Contributing factors to bottlenecks:
    • Physician shortages and burnout
    • Administrative burden
    • Inefficient scheduling systems (Moura & Pinho, 2025)
  • AI offers potential solutions through:
    • Predictive scheduling
    • Automation of administrative processes
    • Data-driven optimization of patient flow


Optimizing Retail Grocery Inventory Using Ai And Large Language Models: Evidence On Forecast Accuracy, Waste Reduction, And Cost Efficiency, Robert Miller, Stephen Garcia, Brandon Ermis Apr 2026

Optimizing Retail Grocery Inventory Using Ai And Large Language Models: Evidence On Forecast Accuracy, Waste Reduction, And Cost Efficiency, Robert Miller, Stephen Garcia, Brandon Ermis

Posters - 2026

Aim: To evaluate how AI and LLMs improve forecasting accuracy, reduce waste, and enhance inventory decision-making


Beyond Technology Acceptance: Ai Adoption In The United States And Korean Accounting Firms, Madeline Ortega, Brenda Vazquez Saavedra Apr 2026

Beyond Technology Acceptance: Ai Adoption In The United States And Korean Accounting Firms, Madeline Ortega, Brenda Vazquez Saavedra

Posters - 2026

A comparison of AI adoption between the United States and South Korea


Sol Fridge Kenya (Turkana County), Ava Valdez, Dhuha Almutairi, Go Ogawa, Jeremy Boze Apr 2026

Sol Fridge Kenya (Turkana County), Ava Valdez, Dhuha Almutairi, Go Ogawa, Jeremy Boze

Business Core Student Work

Sol Fridge is a solar-powered refrigeration solution designed to improve food security and nutrition for low-income communities in Kenya. The project responds to the challenges of food spoilage, limited refrigeration, and poor access to affordable nutritious food, especially in rural and arid regions where electricity is unreliable or unavailable. By providing portable, affordable, and durable cold storage for families and small vendors, Sol Fridge helps preserve fresh food, reduce waste, and support healthier daily meals. The project also promotes sustainability through solar energy, recycled materials, and community-based distribution, creating social, environmental, and economic benefits for the communities it serves.


Nutri Boost — A Nutritional Powder For Children In Bihar, India, Dimas Sandoval, Sofia De Anda, Everett Macdonell, Mikaella Faye Acob, Maria Fernanda, Haris Khan Apr 2026

Nutri Boost — A Nutritional Powder For Children In Bihar, India, Dimas Sandoval, Sofia De Anda, Everett Macdonell, Mikaella Faye Acob, Maria Fernanda, Haris Khan

Business Core Student Work

This presentation outlines Nutri‑Boost, a fortified, locally sourced nutrition powder designed to reduce childhood malnutrition in Bihar, India. The project responds to widespread poverty, limited healthcare access, and inadequate dietary diversity by offering an affordable, shelf‑stable product for primary schools and low‑income families. Nutri‑Boost strengthens local agriculture, uses environmentally sustainable packaging, and operates through a community‑based value chain involving farmers, NGOs, and government partners. Financial projections demonstrate a scalable nonprofit model with strong social, economic, and environmental impact.


Ai Models As Cultural Beings: Investigating Ai Cultural Biases And The Impact Of Cultural Alignment On Human-Ai Creative Collaboration, Choon Ngee Tan, Meng Han, Roy Y. J. Chua, Chi-Ying Cheng Apr 2026

Ai Models As Cultural Beings: Investigating Ai Cultural Biases And The Impact Of Cultural Alignment On Human-Ai Creative Collaboration, Choon Ngee Tan, Meng Han, Roy Y. J. Chua, Chi-Ying Cheng

Research Collection Lee Kong Chian School Of Business

Existing research on AI cultural biases predominantly focuses on Western models, overlooking critical gaps in non-Western models. We conduct a comparative analysis of AI models – ChatGPT (U.S. developed) and ErnieBot (China developed) – from different cultures to investigate how corresponding cultural biases manifest in their outputs. Additionally, we examine how cultural alignment between human users and AI models impacts their collaborative creative performance and the underlying psychological mechanisms. In Study 1, multi-choice prompt with zero-shot technique was used to evaluate cultural biases in four widely used AI models – ChatGPT-3.5/4, ErnieBot-3.5/4 – comparing their responses to established cultural psychometric …


Military Recruiting Crisis: A Qualitative Study On The Motivation Of Generation Z, Ruth D. Kane Apr 2026

Military Recruiting Crisis: A Qualitative Study On The Motivation Of Generation Z, Ruth D. Kane

PhD in Organizational Leadership

This qualitative study investigates the declining motivation of Generation Z to join the U.S. military, using Self-Determination Theory (SDT) as a framework. Despite significant investments in recruitment, enlistment rates continue to decline, revealing a gap between military structures and the psychological needs of potential recruits. SDT provides a useful perspective by emphasizing the importance of autonomy, competence, and relatedness in motivating and promoting well-being. Through in-depth interviews with eight Gen Z individuals eligible for service, this study explores how social, cultural, and institutional factors influence perceptions of military service and career decisions. Results indicate that motivation to enlist increases when …


As I Remember Your Tears: A Biblically Grounded, Integrated Ecosystemic Model For Mentoring Ministers In Distress, John R. Dingle Apr 2026

As I Remember Your Tears: A Biblically Grounded, Integrated Ecosystemic Model For Mentoring Ministers In Distress, John R. Dingle

PhD in Organizational Leadership

This study addressed a gap in the literature concerning how mentoring supports ministers who are experiencing distress and turnover intention. The purpose of this dissertation was to develop a biblically grounded model for mentoring ministers in distress. This qualitative study employed a two-phase design consisting of a sociorhetorical analysis of 2 Timothy and a phenomenological study of four Assemblies of God ministers who experienced turnover intention but remained in ministry because of a mentor’s intervention. The biblical text was analyzed using the sociorhetorical textures of inner texture, intertexture, and sacred texture. The phenomenological data were analyzed using open, values, and …


Beyond The Barn: An Analysis Of The Agritourism Expansion Opportunities At Butcher Family Farm, Sarah Thomas Apr 2026

Beyond The Barn: An Analysis Of The Agritourism Expansion Opportunities At Butcher Family Farm, Sarah Thomas

Senior Honors Theses

Agritourism is a rapidly expanding industry full of business opportunities. From wedding barns to pumpkin patches, agritourism comprises a niche intersection of agricultural business and experiential tourism. Heavily contested definitionally over a period of years, agritourism is a continually emerging source of business for a variety of locations across the US and global economy. This unique industry is composed of a conglomerate of elements and enterprises that vary widely. One agritourism segment that has undergone the most development is family owned and operated farms, such as Butcher Family Farm in Washington, West Virginia. Standing as the perceived focal point of …


Antecedents And Consequences Of Consumer Behavior In Circular Fashion: Cognitive, Normative, And Behavioral Pathways Shaping Purchase And Participation Intentions, Mahmudul Hasan Sabuj Apr 2026

Antecedents And Consequences Of Consumer Behavior In Circular Fashion: Cognitive, Normative, And Behavioral Pathways Shaping Purchase And Participation Intentions, Mahmudul Hasan Sabuj

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

The increasing environmental impact of the fashion industry has intensified the need for a systemic transition from linear to circular production and consumption models. Despite growing interest in circular fashion, there remains a limited understanding of the underlying behavioral dimensions that drive consumer engagement in sustainable practices. Grounded in the Theory of Planned Behavior (TPB) and Norm Activation Theory (NAT), this study examines consumer behavior through an integrated framework capturing cognitive, social, and normative influences.

Using data collected from a structured online survey (N = 575), the study employs Exploratory Factor Analysis (EFA), reliability analysis, and multiple regression techniques to …


The Age Of Hr Delivering Stakeholder Value Through Strategic Organizational Capability: Talent, Leadership, And Culture, Anthony Nyberg, Rebecca R. Kehoe, Dave Ulrich, Patrick M. Wright Apr 2026

The Age Of Hr Delivering Stakeholder Value Through Strategic Organizational Capability: Talent, Leadership, And Culture, Anthony Nyberg, Rebecca R. Kehoe, Dave Ulrich, Patrick M. Wright

Research Briefs

A landmark collection of 62 chapters from the world’s foremost thinkers in HR strategy, talent management, and organizational leadership—written at the inflection point where AI, geopolitical uncertainty, and evolving stakeholder expectations are reshaping the future of work and the humans at its center.


Corporate Fiduciary Duties And The Climate And Biodiversity Crisis, Eric W. Orts, Sandra G. Schafhäutle Apr 2026

Corporate Fiduciary Duties And The Climate And Biodiversity Crisis, Eric W. Orts, Sandra G. Schafhäutle

Michigan Journal of Environmental & Administrative Law

This Article argues that addressing one of the most urgent environmental challenges facing humanity today—the global climate and biodiversity crisis—calls for a transformation at the heart of corporate law: its fiduciary duties. After demonstrating how current corporate fiduciary duties are implicated in this crisis, we argue for reform of fiduciary duties operating at two levels: those governing directors and officers of business corporations, and those governing institutional investors and asset managers. We then distinguish between two general kinds of corporate fiduciary duties: permissive and mandatory. We contend that corporate law should accommodate a more expansive understanding of fiduciary duties by …


The Role Of Leadership Style In Team And Individual Performance In Collegiate Athletics, Luke Mulkey Apr 2026

The Role Of Leadership Style In Team And Individual Performance In Collegiate Athletics, Luke Mulkey

Posters - 2026

• Measuring the effectiveness of leadership is important because strong leaders can bring significant contributions to both organizations and individuals

• Previous studies have said that intrinsic motivation of the individual plays a larger role than the leadership style of a coach

• Studies also show that leadership style has an influence on team success and cohesion

• This study aimed to determine the extent to which transformational leadership played a role in team success, measured in win percentage

• This study went further into the individual perception of their coach’s impact on the athlete’s performance compared to the extent …


A Therapy Dog Intervention For Elementary School Teachers' Well-Being: Using Action Research To Bridge The Research-Practice Gap In Hrd, Kelly F. Moore Apr 2026

A Therapy Dog Intervention For Elementary School Teachers' Well-Being: Using Action Research To Bridge The Research-Practice Gap In Hrd, Kelly F. Moore

Human Resource Development Theses and Dissertations

The purpose of this action research (AR) study was to explore how AR can serve as a participatory research design for bridging the research–practice gap in Human Resource Development (HRD) by collaboratively designing, implementing, and evaluating a therapy dog intervention to enhance teacher well-being. One primary research question guided this study: How can action research serve as a participatory research design for bridging the research–practice gap in HRD through the collaborative design and implementation of a therapy dog intervention for elementary school teachers? I conducted a two-phase AR study consisting of a pilot study followed by a full-scale intervention. Data …


Sustainable Finance: An Analysis Of Climate-Resilient Infrastructure Investments, Ngan Trat Apr 2026

Sustainable Finance: An Analysis Of Climate-Resilient Infrastructure Investments, Ngan Trat

Honors Theses

Changes in climate conditions are reshaping our environments and impacting ecosystems. A product of these changes is worsening climate events, and for Mississippi, that means increasingly frequent, high-intensity storms and floods. Its immediate and residual effects can range from disruptive to destructive. Mississippi and its communities are highly vulnerable to the effects of intense natural disasters, and there is a discrepancy between the need for climate-resilient infrastructure investments and the state’s fiscal capabilities to finance the research and construction of such projects. This paper will evaluate existing cases of climate-resilient infrastructure in effect through a sustainable finance lens and identify …


Can Financial Literacy Enhance Esg Disclosures?, Xiaoran Jia, Kiridaran Kanagaretnam, Kiat Bee Jimmy Lee, Chee Yeow Lim Apr 2026

Can Financial Literacy Enhance Esg Disclosures?, Xiaoran Jia, Kiridaran Kanagaretnam, Kiat Bee Jimmy Lee, Chee Yeow Lim

Research Collection School Of Accountancy

Using an international sample of firms and two country-level measures of financial literacy, we find robust evidence of a positive relation between financial literacy and firms' Environmental, Social and Governance (ESG) disclosures. In cross-sectional analyses, we find that the effect of financial literacy in enhancing ESG disclosures is more prominent in poorer information environments, weaker legal institutions and weaker ESG reporting environments. Lastly, we find that financial literacy also enhances ESG performance. Our study contributes to and extends the literature by providing strong evidence that citizens' financial literacy enhances firms' ESG disclosure and the associated ESG performance.


Immersive Experiences And Brand Equity: Ar And Vr As Engagement Tools For Gen Z In Art Studio Start-Ups, Helena F. Allman, Erol Pala, Hilmi A. Atadil, Felicia N. Morgan, Alison J. Green, Qiulin Lu Apr 2026

Immersive Experiences And Brand Equity: Ar And Vr As Engagement Tools For Gen Z In Art Studio Start-Ups, Helena F. Allman, Erol Pala, Hilmi A. Atadil, Felicia N. Morgan, Alison J. Green, Qiulin Lu

AMTP Proceedings 2026

The paper examines the distinct roles of virtual reality (VR), augmented reality (AR), and personal storytelling in influencing consumer-based brand equity. The work explores how VR-based art experiences enhance sensory and emotional engagement and how AR-based experiences increase interactivity and creative participation of Gen Z art studio patrons. The inclusion of the business owner’s personal story narrative is expected to strengthen perceived brand authenticity and emotional connection. From a theoretical perspective, this work will extend experiential marketing theory by showing how immersive technologies and authentic narratives shape consumer experiences, particularly for Generation Z consumers. From a managerial standpoint, the study …