Enhancing brand equity through flow and telepresence: A comparison of 2D and 3D virtual worlds

Enhancing brand equity through flow and telepresence: A comparison of 2D and 3D virtual worlds

This research uses theories of flow, telepresence, positive emotions, and brand equity to examine the effect of using two-dimensional versus three-dimensional virtual world environments on telepresence, enjoyment, brand equity, and behavioral intention. The findings suggest that the 3D virtual world...

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Bibliographic Details
Main Authors: NAH, Fiona Fui-hoon, ESCHENBRENNER, B., DEWESTER, D.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2011
Subjects:
Virtual worlds
telepresence
flow
enjoyment
brand equity
behav
Databases and Information Systems
Online Access:https://ink.library.smu.edu.sg/sis_research/9517
https://ink.library.smu.edu.sg/context/sis_research/article/10517/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

Internet

https://ink.library.smu.edu.sg/sis_research/9517
https://ink.library.smu.edu.sg/context/sis_research/article/10517/viewcontent/Enhancing_Brand_Equity_Through_Flow_and_Telepresence__A_Comparison_of_2D_and_3D_Virtual_Worlds.pdf

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