Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity
Article
Salem, S., Alanadoly, A. B. and Sulaiman, M. A. B. A. 2024. Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity. Journal of Research in Interactive Marketing. 18 (4), pp. 529-548. https://doi.org/10.1108/JRIM-02-2023-0053
Authors | Salem, S., Alanadoly, A. B. and Sulaiman, M. A. B. A. |
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Abstract | Purpose Design/methodology/approach Findings Originality/value |
Keywords | Brand coolness; Online games; Brand equity; Fashion in-game collaborations |
Journal | Journal of Research in Interactive Marketing |
Journal citation | 18 (4), pp. 529-548 |
ISSN | 2040-7122 |
Year | 2024 |
Publisher | Emerald Publishing Limited |
Accepted author manuscript | License File Access Level Anyone |
Digital Object Identifier (DOI) | https://doi.org/10.1108/JRIM-02-2023-0053 |
Publication dates | |
Online | 30 Sep 2023 |
14 Aug 2024 | |
Publication process dates | |
Accepted | 17 Sep 2023 |
Deposited | 25 Oct 2023 |
Copyright holder | © 2023, The Authors |
https://repository.uel.ac.uk/item/8wq94
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Accepted author manuscript
Attached standard file.pdf | ||
License: CC BY-NC-ND 4.0 | ||
File access level: Anyone |
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