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Examining the mediating role of virtual brand experience between metaverse marketing strategies and consumer-based brand equity in the fashion industry

PurposeThe study aims to investigate the impact of metaverse marketing strategies, specifically branded non-fungible tokens, extended reality (XR) gamification and immersive shopping experiences on consumer-based brand equity (CBBE) in the fashion industry. Additionally, this study examines the medi...

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Principais autores: Yasmina Eid Zaki, Meng-Shan Sharon Wu
Formato: Artigo
Idioma:Inglês
Publicado em: Emerald Publishing 2026-03-01
coleção:Journal of Business and Socio-Economic Development
Assuntos:
Virtual brand experience (VBE)
Metaverse marketing
Consumer-based brand equity (CBBE)
Fashion marketing
United Kingdom
Branded non-fungible tokens (BNFT)
Acesso em linha:https://www.emerald.com/jbsed/article-pdf/6/3/233/11302247/jbsed-10-2025-0471en.pdf
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