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

• 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
• Institution: Singapore Management University

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...