1. Repositório do Iscte – Instituto Universitário de Lisboa
  2. Escola de Gestão
  3. BRU - Business Research Unit (UNIDE)
  4. BRU-CRI - Comunicações a conferências internacionais
Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/28407
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Campo DCValorIdioma
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.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.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.language.isoeng-
dc.publisherAmerican Marketing Association-
dc.relation.ispartof2023 AMA Winter Academic Conference-
dc.rightsopenAccess-
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.event.title2023 AMA Winter Academic Conference-
dc.event.typeConferênciapt
dc.event.locationNashville, Tennessee, USAeng
dc.event.date2023-
dc.pagination727 - 730-
dc.peerreviewedyes-
dc.volume24-
dc.date.updated2023-04-03T11:47:30Z-
dc.description.versioninfo:eu-repo/semantics/publishedVersion-
iscte.identifier.cienciahttps://ciencia.iscte-iul.pt/id/ci-pub-95352-
Aparece nas coleções:BRU-CRI - Comunicações a conferências internacionais

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