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The publication can be exported in the following formats: APA (American Psychological Association) reference format, IEEE (Institute of Electrical and Electronics Engineers) reference format, BibTeX and RIS.

Export Reference (APA) 
Stein, F., Guerreiro, J. & Loureiro, S. (2023). How gamification in virtual reality affects brand coolness and marketing outcomes. In Umashankar, N., and Lisjak, M. (Ed.), 2023 AMA Winter Academic Conference. (pp. 727-730). Nashville, Tennessee, USA: American Marketing Association.
Export Reference (IEEE) 
F. Stein et al.,  "How gamification in virtual reality affects brand coolness and marketing outcomes", in 2023 AMA Winter Academic Conf., Umashankar, N., and Lisjak, M., Ed., Nashville, Tennessee, USA, American Marketing Association, 2023, vol. 24, pp. 727-730
Export BibTeX 
@inproceedings{stein2023_1716043431513,
	author = "Stein, F. and Guerreiro, J. and Loureiro, S.",
	title = "How gamification in virtual reality affects brand coolness and marketing outcomes",
	booktitle = "2023 AMA Winter Academic Conference",
	year = "2023",
	editor = "Umashankar, N., and Lisjak, M.",
	volume = "24",
	number = "",
	series = "",
	pages = "727-730",
	publisher = "American Marketing Association",
	address = "Nashville, Tennessee, USA",
	organization = "American Marketing Association",
	url = "https://www.ama.org/events/academic/2023-ama-winter-academic-conference/"
}
Export RIS 
TY  - CPAPER
TI  - How gamification in virtual reality affects brand coolness and marketing outcomes
T2  - 2023 AMA Winter Academic Conference
VL  - 24
AU  - Stein, F.
AU  - Guerreiro, J.
AU  - Loureiro, S.
PY  - 2023
SP  - 727-730
CY  - Nashville, Tennessee, USA
UR  - https://www.ama.org/events/academic/2023-ama-winter-academic-conference/
AB  - Description: The current study shows that hedonic and social values enhance perception of brand coolness and that utilitarian value was found not to affect brand coolness in a VR environment with a gamification experience, however, brand coolness affects brand preference and customer loyalty in such environment.
ER  -