How gamification in virtual reality affects brand coolness and marketing outcomes

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dc.contributor.authorStein, F.
dc.contributor.authorGuerreiro, J.
dc.contributor.authorLoureiro, S.
dc.contributor.editorUmashankar, N., and Lisjak, M.
dc.date.accessioned2023-04-03T10:55:45Z
dc.date.available2023-04-03T10:55:45Z
dc.date.issued2023
dc.date.updated2023-04-03T11:47:30Z
dc.description.abstractDescription: 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.eng
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.event.date2023
dc.event.locationNashville, Tennessee, USAeng
dc.event.title2023 AMA Winter Academic Conference
dc.event.typeConferênciapt
dc.identifier.citationStein, F., Guerreiro, J., & Loureiro, S. (2023). How gamification in virtual reality affects brand coolness and marketing outcomes. In N. Umashankar, & M. Lisjak (Eds.), 2023 AMA Winter Academic Conference (vol. 24, pp. 727-730). American Marketing Association. http://hdl.handle.net/10071/28407
dc.identifier.isbn978-0-87757-015-8
dc.identifier.urihttp://hdl.handle.net/10071/28407
dc.language.isoeng
dc.pagination727 - 730
dc.peerreviewedyes
dc.publisherAmerican Marketing Association
dc.relation.ispartof2023 AMA Winter Academic Conference
dc.rightsopen access
dc.subjectBrand coolnesseng
dc.subjectGamificationeng
dc.subjectVirtual realityeng
dc.subjectCustomer loyaltyeng
dc.titleHow gamification in virtual reality affects brand coolness and marketing outcomeseng
dc.typeconferenceObject
dc.volume24
dspace.entity.typePublicationen
iscte.identifier.cienciahttps://ciencia.iscte-iul.pt/id/ci-pub-95352

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