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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2010
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| Subjects: | |
| 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 |