Work

Virtual brand experience and brand evangelism in the metaverse: mediating role of brand coolness and moderating role of tech savviness

Year: 2025

Type: article

Study design: Observational Study

Source: Asia-Pacific Journal of Business Administration

DOI: 10.1108/apjba-04-2025-0315

Authors: Mei Kei Leong, Kian Yeik Koay, Afizan Azman, Anselm Hsien Jhe Gan

Institutions: Taylor's University, Tashkent State University of Economics, Sunway University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4415470578

FWCI: 10.86

Cites: 66

Cited by: 6

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