Experiential marketing to Gen Z : fine-tuning brand experience through virtual reality
Vanja Bogicevic, Stephanie Q. Liu, Jay A. Kandampully, Soobin Seo and Nancy A. Rudd
| Year of publication: |
2024
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| Authors: | Bogicevic, Vanja ; Liu, Qing ; Kandampully, Jay ; Seo, Soobin ; Rudd, Nancy A. |
| Published in: |
Journal of hospitality & tourism research : JHTR ; the professional journal of the Council on Hotel, Restaurant, and Institutional Education. - Thousand Oaks, Calif. : Sage, ISSN 1557-7554, ZDB-ID 2202405-0. - Vol. 48.2024, 8, p. 1424-1438
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| Subject: | VR | brand experience | Generation Z | engagement | metaverse | WOM | Virtuelle Realität | Virtual reality | Markenführung | Brand management | Event-Marketing | Event marketing | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/10963480241256564 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192630