IMPACT OF VIRTUAL BRAND EXPERIENCE ON PURCHASE INTENTIONS: THE ROLE OF MULTICHANNEL CONGRUENCE

Academic Article

Authors

  • Gabisch, Jason A
  • Gwebu, Kholekile

    • Status

    Publication Date

  • 2011

    • Published In

    Keywords

  • Second Life
  • brand experience
  • channel congruency
  • multichannel marketing
  • virtual worlds

    • Start Page

  • 302

    • End Page

  • 319

    • Volume

  • 12

    • Issue

  • 4