How gamification in virtual reality affects brand coolness and marketing outcomes

Detalhes bibliográficos
Autor(a) principal: Stein, F.
Data de Publicação: 2023
Outros Autores: Guerreiro, J., Loureiro, S.
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/28407
Resumo: Description: The current study shows that hedonic and social values enhance perception of brand coolness and that utilitarian value was found not to affect brand coolness in a VR environment with a gamification experience, however, brand coolness affects brand preference and customer loyalty in such environment.
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spelling How gamification in virtual reality affects brand coolness and marketing outcomesBrand coolnessGamificationVirtual realityCustomer loyaltyDescription: The current study shows that hedonic and social values enhance perception of brand coolness and that utilitarian value was found not to affect brand coolness in a VR environment with a gamification experience, however, brand coolness affects brand preference and customer loyalty in such environment.American Marketing Association2023-04-03T10:55:45Z2023-01-01T00:00:00Z20232023-04-03T11:47:30Zconference objectinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/10071/28407eng978-0-87757-015-8Stein, F.Guerreiro, J.Loureiro, S.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-07-07T02:32:46Zoai:repositorio.iscte-iul.pt:10071/28407Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-07-07T02:32:46Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How gamification in virtual reality affects brand coolness and marketing outcomes
title How gamification in virtual reality affects brand coolness and marketing outcomes
spellingShingle How gamification in virtual reality affects brand coolness and marketing outcomes
Stein, F.
Brand coolness
Gamification
Virtual reality
Customer loyalty
title_short How gamification in virtual reality affects brand coolness and marketing outcomes
title_full How gamification in virtual reality affects brand coolness and marketing outcomes
title_fullStr How gamification in virtual reality affects brand coolness and marketing outcomes
title_full_unstemmed How gamification in virtual reality affects brand coolness and marketing outcomes
title_sort How gamification in virtual reality affects brand coolness and marketing outcomes
author Stein, F.
author_facet Stein, F.
Guerreiro, J.
Loureiro, S.
author_role author
author2 Guerreiro, J.
Loureiro, S.
author2_role author
author
dc.contributor.author.fl_str_mv Stein, F.
Guerreiro, J.
Loureiro, S.
dc.subject.por.fl_str_mv Brand coolness
Gamification
Virtual reality
Customer loyalty
topic Brand coolness
Gamification
Virtual reality
Customer loyalty
description Description: The current study shows that hedonic and social values enhance perception of brand coolness and that utilitarian value was found not to affect brand coolness in a VR environment with a gamification experience, however, brand coolness affects brand preference and customer loyalty in such environment.
publishDate 2023
dc.date.none.fl_str_mv 2023-04-03T10:55:45Z
2023-01-01T00:00:00Z
2023
2023-04-03T11:47:30Z
dc.type.driver.fl_str_mv conference object
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/28407
url http://hdl.handle.net/10071/28407
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 978-0-87757-015-8
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv American Marketing Association
publisher.none.fl_str_mv American Marketing Association
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
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