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Keywords: Brand polarization
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–22.
Published: 01 September 2026
...Mei Kei Leong; Xi Luo; Yingxia Li; Qiaoling Lin; Jun-Hwa Cheah Purpose This study investigates the influencing factors of gamified marketing activities (GMA) in the metaverse on brand polarization through brand love and brand pride. The study also extended the understanding of the relationship...
Includes: Supplementary data
