Influences of persona self on luxury brand attachment in the Metaverse context
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DOI: 10.1108/apjml-05-2022-0390
Abstract: PurposeThis study aims to examine the effect of actual and persona self-congruence on luxury brand attachment and the effects of luxury brand attachment on attitude toward luxury brands and purchase intentions using empirical data on… read more here.
Keywords: metaverse; luxury; brand attachment; persona self ... See more keywords