KOREASCHOLAR

HERITAGE IN VIRTUAL WORLD: COMPARING THE EFFECT OF METAVERSE AND PHYSICAL LUXURY FASHION ADVERTISING ON MESSAGE AUTHENTICITY AND PURCHASE INTENTION

Jeongbin Whang, Jae-Young Oh, Sohyeon Park
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442400
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.225
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Luxury brandsMetaverseBrand heritageMessage authenticityPurchase intention
Author
  • Jeongbin Whang(Jeju National University, Republic of Korea)
  • Jae-Young Oh(Korea University Business School, Republic of Korea)
  • Sohyeon Park(Ajou University, Republic of Korea)