Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/28407| Author(s): | Stein, F. Guerreiro, J. Loureiro, S. |
| Editor: | Umashankar, N., and Lisjak, M. |
| Date: | 2023 |
| Title: | How gamification in virtual reality affects brand coolness and marketing outcomes |
| Volume: | 24 |
| Book title/volume: | 2023 AMA Winter Academic Conference |
| Pages: | 727 - 730 |
| Event title: | 2023 AMA Winter Academic Conference |
| Reference: | Stein, 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 |
| ISBN: | 978-0-87757-015-8 |
| Keywords: | Brand coolness Gamification Virtual reality Customer loyalty |
| 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. |
| Peerreviewed: | yes |
| Access type: | Open Access |
| Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| conferenceobject_95352.pdf | 1,93 MB | Adobe PDF | View/Open |
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