Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world
Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …
[HTML][HTML] The retail strategies of luxury fashion firms in the metaverse: Enhancing brand experiences
This study investigates how luxury fashion brands manage brand experience in retail
strategies that involve the metaverse. To achieve this research objective, we adopted a …
strategies that involve the metaverse. To achieve this research objective, we adopted a …