The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational elements of brand experience. Although online brand...

Selling virtual items for real money is increasingly being used as a revenue model in games and other online services. To some parents and authorities, this has been a shock: previously innocuous ‘consumption games’ suddenly seem to be enticing players into giving away their money for...