Journal ArticleOPEN ACCESS

The Effect of Gamified Brand Experience using Metaverse on User’s Purchase Intention and Brand Attitude: Moderating Effect of User-to-User Interactivity

  • Moon J
  • Han S
Journal of Channel and Retailing (2023) 28(4) 81-106
DOI: 10.17657/jcr.2023.10.31.4
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Abstract

… marketing and distribution strategies using metaverse. In this regard, this study focused on experiential marketing of … in context of the metaverse as a new marketing channel. Based on …

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APA

Moon, J., & Han, S.-L. (2023). The Effect of Gamified Brand Experience using Metaverse on User’s Purchase Intention and Brand Attitude: Moderating Effect of User-to-User Interactivity. Journal of Channel and Retailing, 28(4), 81–106. https://doi.org/10.17657/jcr.2023.10.31.4

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