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Engagement in sports virtual brand communities

Santos, Manuel Alonso dos; Guardia, Francisco Rejón; … - In: Journal of business research : JBR 89 (2018), pp. 273-279

Persistent link: https://www.econbiz.de/10011881786

We ARe at home: how augmented reality reshapes mobile marketing and consumer-brand relationships

Scholz, Joachim; Duffy, Katherine - In: Journal of retailing and consumer services 44 (2018), pp. 11-23

Persistent link: https://www.econbiz.de/10011904302

Conceptualization and development of a scale for brand experience in extended reality

Jeon, Joo-Eon - In: Global business and finance review 28 (2023) 6, pp. 1-22

Purpose: This study aims to conceptualize the brand experience that users' avatars can experience on an XR platform and develop items to measure it. Design/methodology/approach: The author presents both a conceptual analysis of brand experience in XR (BXIXR) and a BXIXR scale by conducting a...

Persistent link: https://www.econbiz.de/10014443247

Virtual reality through the customer journey : framework and propositions

Hollebeek, Linda D.; Clark, Moira K.; Andreassen, Tor W.; … - In: Journal of retailing and consumer services 55 (2020), pp. 1-12

Persistent link: https://www.econbiz.de/10012268819

Assessing the value of real-life brands in Virtual Worlds

Barnes, Stuart J.; Mattsson, Jan; Hartley, Nicole - In: Technological forecasting & social change : an … 92 (2015), pp. 12-24

Persistent link: https://www.econbiz.de/10011389124

Exploring real-brand meanings and goods in virtual social interaction : enhanced rewards, rarity, and realism

Hansen, Sara Steffens - In: Journal of marketing management : MM 29 (2013) 13/14, pp. 1443-1461

Persistent link: https://www.econbiz.de/10010230183

Narrative-transportation storylines in luxury brand advertising : motivating consumer engagement

Kim, Jae-Eun; Lloyd, Stephen; Cervellon, Marie-Cécile - In: Journal of business research : JBR 69 (2016) 1, pp. 304-313

Persistent link: https://www.econbiz.de/10011417729

The psychological mechanism of brand co-creation engagement

Hsieh, Sara H.; Chang, Aihwa - In: Journal of interactive marketing : a quarterly … 33 (2016), pp. 13-26

Persistent link: https://www.econbiz.de/10011482775

Sounds that make you smile and share : a phonetic key to prosociality and engagement

Kniffin, Kevin M.; Shimizu, Mitsuru - In: Marketing letters : a journal of research in marketing 27 (2016) 2, pp. 273-283

Persistent link: https://www.econbiz.de/10011486527

The relevance of images in user-generated content : a mixed method study of when, and why, major brands retweet

Somerfield, Kardi; Mortimer, Kathleen; Evans, Geraint - In: International journal of internet marketing and … 12 (2018) 4, pp. 340-357

Persistent link: https://www.econbiz.de/10012139705

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