Enhancing brand equity through flow: Comparison of 2D versus 3D virtual world

Enhancing brand equity through flow: Comparison of 2D versus 3D virtual world

This research uses the theory of flow to examine the effect of 2D versus 3D virtual world environments on brand equity and use intention. The results suggest that a 3D virtual world environment has both positive (indirect) and negative (direct) effects on brand equity. The positive, indirect effect...

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Bibliographic Details
Main Authors: NAH, Fiona Fui-hoon, ESCHENBRENNER, Brenda, DEWESTER, David
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2010
Subjects:
Behavioral intention
Brand equity
Enjoyment
Flow
Telepresence
Virtual worlds.
Digital Communications and Networking
Graphics and Human Computer Interfaces
Online Access:https://ink.library.smu.edu.sg/sis_research/9476
https://ink.library.smu.edu.sg/context/sis_research/article/10476/viewcontent/Enhancing_Brand_Equity_Through_Flow_and_Telepresence_A_Comparison_of_2D_and_3D_Virtual_Worlds.pdf
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/sis_research/9476
https://ink.library.smu.edu.sg/context/sis_research/article/10476/viewcontent/Enhancing_Brand_Equity_Through_Flow_and_Telepresence_A_Comparison_of_2D_and_3D_Virtual_Worlds.pdf

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