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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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Does the Brand Value Build on Online Communities Influence Customers to Buy Green Products? Role of Brand Credibility as a Mediator and Trust on the Brand as a Moderator to This Re...
Arya, Vikas; Deepa, S. - 2020
Purpose: The main purpose of this research is to investigate the role of online communities to develop the brand value and consumers’ attachment with the green products. Also, the paper aims to study the role of brand credibility as a mediator towards the brand offering green...
Persistent link: https://www.econbiz.de/10014089931
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Like it or not! : brand communication on social networking sites triggers consumer-based brand equity
Arya, Vikas; Paul, Justin; Sethi, Deepa - In: International journal of consumer studies 46 (2022) 4, pp. 1381-1398
Persistent link: https://www.econbiz.de/10013328299