Consumer profiles in reality vs fantasy-based virtual worlds: Implications for brand entry

Journal of Research in Interactive Marketing

Volumn 5, Issue 4, 2011, Pages 298-312

  Melancon, Joanna Phillips ^a  

^a WESTERN KENTUCKY UNIVERSITY   (United States)

Author keywords

Avatars; Branding; Consumer behaviour; Interactive marketing; User motivation; Virtual environments; Virtual worlds

Indexed keywords

EID: 81055125063     PISSN: 20407122     EISSN: None     Source Type: Journal    
DOI: 10.1108/17505931111191500     Document Type: Article

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