Preprints (www.preprints.org) | NOT PEER-REVIEWED | Posted: 31 January 2020 doi:10.20944/preprints202001.0384.v1 Peer-reviewed version available at Sustainability 2020, 12, 2956; doi:10.3390/su12072956 The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective Sujin Bae, Ph.D. Candidate School of Management, Kyung Hee University Kyung Hee Dae Ro 26, Dong Dae Mun Gu Seoul 02447, Korea Tel: +82 2 961 9491, E-Mail:
[email protected] Timothy Hyungsoo Jung, Ph.D. Director of Creative AR & VR Hub Faculty of Business and Law Manchester Metropolitan University, Righton Building, Cavendish Street, Manchester M15 6BG, UK Tel: +44 161-247-2701, Email:
[email protected] Natasha Moorhouse, Ph.D. Research Associate Faculty of Business and Law Manchester Metropolitan University All Saints Building, All Saints, Manchester M15 6BH, UK E-Mail:
[email protected] Minjeong Suh, Ph.D. Adjunct Professor Graduate school of international tourism, Hanyang University 222, Wangsimni-ro, Seongdong-gu Seoul 04763, Korea Tel: +82 (0)10 5444 4706, E-Mail:
[email protected] Ohbyung Kwon,* Ph.D. School of Management, Kyung Hee University Kyung Hee Dae Ro 26, Dong Dae Mun Gu Seoul 02447, Korea Tel: +82 2 961 2148, E-Mail:
[email protected] * Corresponding author. © 2020 by the author(s). Distributed under a Creative Commons CC BY license. Preprints (www.preprints.org) | NOT PEER-REVIEWED | Posted: 31 January 2020 doi:10.20944/preprints202001.0384.v1 Peer-reviewed version available at Sustainability 2020, 12, 2956; doi:10.3390/su12072956 The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective Abstract Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience.