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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Κύριοι συγγραφείς:	Yasmina Eid Zaki, Meng-Shan Sharon Wu
Μορφή:	Artigo
Γλώσσα:	Inglês
Έκδοση:	Emerald Publishing 2026-03-01
Σειρά:	Journal of Business and Socio-Economic Development
Θέματα:	Virtual brand experience (VBE) Metaverse marketing Consumer-based brand equity (CBBE) Fashion marketing United Kingdom Branded non-fungible tokens (BNFT)
Διαθέσιμο Online:	https://www.emerald.com/jbsed/article-pdf/6/3/233/11302247/jbsed-10-2025-0471en.pdf
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