Contemporary Issues in Branding by Pantea Foroudi;Maria Palazzo;

Author:Pantea Foroudi;Maria Palazzo; [Неизв.]
Language: eng
Format: epub
Publisher: Taylor & Francis (CAM)
Published: 2020-10-30T20:00:00+00:00

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BRANDING – VIRTUAL SPACE

Past, present and new directions in virtual worlds

Alice Mazzucchelli, Roberto Chierici, and Maria Teresa Cuomo

Introduction

In virtual space, consumers live immersive experiences that contribute to the creation of brand associations. By branding the virtual world, firms can use new reality technologies to engage and establish relationships with customers, achieving a superior competitive advantage. This chapter aims to understand how brands can effectively exploit virtual spaces.

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