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Brands are calling your AVATAR in Metaverse : a study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
Arya, Vikas; Sambyal, Rachita; Sharma, Anshuman; … - In: Journal of consumer behaviour 23 (2024) 2, pp. 556-585
Persistent link: https://www.econbiz.de/10014507379
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Exploring the role of augmented reality as a new brand advocate
Kumar, Harish; Tuli, Nikhita; Singh, Rajesh K.; Arya, Vikas - In: Journal of consumer behaviour 23 (2024) 2, pp. 620-638
Persistent link: https://www.econbiz.de/10014507387