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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2011
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| Subjects: | |
| 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 |