Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences
The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual worlds in real life. This study proposes a model to investigate the influence of metaverse experiential value on consumer’s brand perception a...
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| Format: | Article |
| Published: |
2023
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| Online Access: | https://repository.li.mahidol.ac.th/handle/123456789/81797 |
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| Institution: | Mahidol University |
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