EXPRESS: Customer Experiences in Branded Metaverse Events: Effects on Brand Equity
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DOI: 10.1177/10949968251334302
Abstract: This article examines how customer experiences in branded metaverse events influence brand equity through a two-step approach. In Study 1, the authors analyze textual data (N = 13,481) from event participants using topic modeling, revealing five key… read more here.
Keywords: brand equity; brand; branded metaverse; experiences branded ... See more keywords