Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Abstract

About

This paper, published in 1950, received 94 indexed citations. Written by Vikas Arya, Anshuman Sharma and Yogesh K. Dwivedi covering the research area of Sociology and Political Science, Experimental and Cognitive Psychology and Marketing. It is primarily cited by scholars working on Human-Computer Interaction (47 citations), Marketing (41 citations) and Sociology and Political Science (40 citations). Published in Journal of Consumer Behaviour.

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doi.org/10.1002/cb.2214 →

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Fields of papers citing Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

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Physical SciencesHealth SciencesLife SciencesSocial Sciences

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This paper is also available at doi.org/10.1002/cb.2214.

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