Publication in conference proceedings
How gamification in virtual reality affects brand coolness and marketing outcomes
Felicitas Stein (Stein, F.); João Guerreiro (Guerreiro, J.); Sandra Loureiro (Loureiro, S.);
2023 AMA Winter Academic Conference
Year (definitive publication)
2023
Language
English
Country
United States of America
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Abstract
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.
Acknowledgements
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Keywords
Brand coolness,Gamification,Virtual reality,Customer loyalty
Publication Identifiers
ci-pub-95352
http://hdl.handle.net/10071/28407
Other Publication Details
2023
American Marketing Association
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978-0-87757-015-8 (print)
978-0-87757-015-8 (online)
24
727 - 730 4
Yes
Umashankar, N., and Lisjak, M.
2023 AMA Winter Academic Conference
American Marketing Association
Nashville, Tennessee, USA
Conference
International
2023
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