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Gabisch, 2011 - Google Patents

Virtual world brand experience and its impact on real world purchasing behavior

Gabisch, 2011

Document ID
13784671105297437890
Author
Gabisch J
Publication year
Publication venue
Journal of Brand Management

External Links

Snippet

Using survey data from registered users of the popular virtual world Second Life, this research extends the theory of planned behavior model. In addition to the theory's basic predictors (attitudes, subjective norms and perceived control), the extended model includes …
Continue reading at link.springer.com (other versions)

Classifications

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    • G06Q30/00—Commerce, e.g. shopping or e-commerce
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