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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Bibliographic Details
Main Author: Wongkitrungrueng A.
Other Authors: Mahidol University
Format: Article
Published: 2023
Subjects:
Online Access:https://repository.li.mahidol.ac.th/handle/123456789/81797
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Institution: Mahidol University
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