FROM THE METAVERSE TO THE REAL WORLD: HOW AVATAR IDENTIFICATION SHAPES SUSTAINABLE CONSUMPTION AND BRAND EQUITY WITH CULTURAL ORIENTATIONS - koreascholar

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FROM THE METAVERSE TO THE REAL WORLD: HOW AVATAR IDENTIFICATION SHAPES SUSTAINABLE CONSUMPTION AND BRAND EQUITY WITH CULTURAL ORIENTATIONS

Eonyou Shin, Jihyeong Son

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/451263

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Global Fashion Management Conference

2026 Global Fashion Management Conference at Madrid (2026.07)
p.61

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

MetaverseSustainable apparel consumptionIndividualismCollectivismProteus Effect

저자

Eonyou Shin(Virginia Tech, USA)
Jihyeong Son(Washington State University, USA)

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