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Keywords: Intellectual brand experience
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Journal Articles
Decoding multiple facets of brand experience in the metaverse: the role of fun, perceived diagnosticity and social presence
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–20.
Published: 22 May 2026
...Satyam Mishra; Ashish Dubey; Satish SM; Anubhav Mishra Purpose The current work investigates how consumers process sensory, affective, behavioural and intellectual brand experiences in the immersive environment of metaverse and the moderating role of product types (utilitarian vs hedonic...
Includes: Supplementary data
