About this document
Metaverse Impact on Luxury Brand Happiness by lordgav007 is a document available to read on EtoBox.
This study aims to develop a scale for measuring the metaverse experience and its impact on consumer happiness in luxury brands, identifying three sub-constructs: fantasies, feelings, and fun. A survey conducted in South Korea revealed that positive metaverse experiences enhance consumer happiness, particularly in the context of luxury brand interactions. The findings suggest that understanding and measuring the metaverse experience can inform marketing strategies and improve customer engagement in the evol
- Author
- lordgav007
- Language
- EN