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

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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

언어ENG
URLhttps://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)

키워드

Luxury brandsMetaverseBrand heritageMessage authenticityPurchase intention

저자

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)

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