Virtual brand experience in digital reality advertising : conceptualization and measurement
Year of publication: |
2023
|
---|---|
Authors: | Lee, Heejun ; Cho, Chang-Hoan |
Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 22.2023, 2, p. 300-313
|
Subject: | Niederlande | Netherlands | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Virtuelle Realität | Virtual reality | Markenführung | Brand management | Werbung | Advertising | Markenimage | Brand image | Social Web | Social web |
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