Impact of flow and brand equity in 3D virtual worlds

• Main Authors: NAH, Fiona Fui-hoon, ESCHENBRENNER, Brenda, DEWESTER, David, PARK, So Ra
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2010
• Subjects: 3D Virtual Worlds; Brand Equity; Challenges; Flow; Intention; Skills; Databases and Information Systems; Numerical Analysis and Scientific Computing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/sis_research/9957; https://ink.library.smu.edu.sg/context/sis_research/article/10957/viewcontent/Brand_3D_VirtualWorlds_av.pdf
• Institution: Singapore Management University

This research is a partial test of Park et al.’s (2008) model to assess the impact of flow and brand equity in 3D virtual worlds. It draws on flow theory as its main theoretical foundation to understand and empirically assess the impact of flow on brand equity and behavioral intention in 3D virtual...