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Keywords: Brand coolness
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Journal Articles
Virtual brand experience and brand evangelism in the metaverse: mediating role of brand coolness and moderating role of tech savviness
Available to Purchase
Asia-Pacific Journal of Business Administration (2026) 18 (4): 945–966.
Published: 27 October 2025
...Mei Kei Leong; Kian Yeik Koay; Afizan Azman; Anselm Hsien Jhe Gan Purpose The present research examined the model of virtual brand experience and brand evangelism grounded in the SOR model. Brand coolness is included as the mediator for the relationship between virtual brand experience and brand...
