Effective brand building in metaverse platform : consumer-based brand equity in a virtual world (CBBE)
S. Catherine, V. Kiruthiga, Suresh N.V., Reena Gabriel
| Year of publication: |
2024
|
|---|---|
| Authors: | Catherine, S. ; Kiruthiga, V. ; Suresh, N. V. ; Gabriel, Reena |
| Published in: |
Omnichannel approach to co-creating customer experiences through metaverse platforms. - Hershey PA, USA : IGI Global, ISBN 979-8-3693-1866-9. - 2024, p. 39-48
|
| Subject: | Markenführung | Brand management | Markenwert | Brand equity | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Metaversum | Metaverse | Online-Handel | Online retailing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.4018/979-8-3693-1866-9.ch004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014531485