KOREASCHOLAR

AVATAR AS SITUATIONAL SELVES: EFFECTS ON CONSUMER BEHAVIOR IN VIRTUAL RETAIL CONTEXTS

Sakshi Korde, Satadruta Mookherjee, Fiona Schweitzer
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442457
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.313
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Virtual AvatarContext AlignmentSelf-Brand ConnectionPurchase Behavior
Author
  • Sakshi Korde(Wilfrid Laurier University, Canada)
  • Satadruta Mookherjee(Grenoble École de Management, France)
  • Fiona Schweitzer(Grenoble École de Management, France)