Exploring consumer participation in brand metaverse communities, focusing on the metaverse features : fantasy experiences and self-expansion
Namhee Yoon, Dooyoung Choi, Ha Kyung Lee
| Year of publication: |
2025
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|---|---|
| Authors: | Yoon, Namhee ; Choi, Dooyoung ; Lee, Ha Kyung |
| Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 24.2025, 1, p. 267-281
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| Subject: | brand community participation | fantasy experience | metaverse | prior experience with experiential activity | self-expansion | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Social Web | Social web | Virtuelle Realität | Virtual reality |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/cb.2420 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015333923