Virtual world affordances: Enhancing brand value

• Main Authors: PARK, S., NAH, Fiona Fui-hoon, DEWESTER, D., ESCHENBRENNER, B., JEON, S.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2008
• Subjects: Virtual worlds; affordances; brand value; brand equity; flow; Databases and Information Systems
• Online Access: https://ink.library.smu.edu.sg/sis_research/9518; https://ink.library.smu.edu.sg/context/sis_research/article/10518/viewcontent/tdladmin__Park_et_al_ready2__1_.pdf
• Institution: Singapore Management University

Virtual worlds are three-dimensional, computer-generated worlds that are a natural extension of the existing Internet. Although many businesses are jumping on the bandwagon to maintain a presence in virtual worlds, there is no well-established knowledge or theory to guide businesses in their involve...