Decoding millennials and Generation Z consumers' brand behaviors in the metaverse : the relationships among avatar identification, self-presence, and psychological dynamics
Mikyoung Kim, Hyun Jung Oh, Ji Hye Choi, Yumi Jung
| Year of publication: |
2025
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|---|---|
| Authors: | Kim, Mikyoung ; Oh, Hyun Jung ; Choi, Ji-hyeon ; Jung, Yumi |
| Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 24.2025, 1, p. 44-57
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| Subject: | Konsumentenverhalten | Consumer behaviour | Altersgruppe | Age group | Virtuelle Realität | Virtual reality | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/cb.2405 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015333896