...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...

... the hypotheses. Findings Only the sense of community dimension of brand tribalism affects brand pride (P_RIDE), which in turn leads to a sequential process of brand attitude, purchase intention, and need for achievement (N_ACHIEVE). Research limitations/implications South Korean data...