{"id":"https://openalex.org/W51383866","doi":null,"title":"ENHANCING BRAND EQUITY THROUGH FLOW: COMPARISON OF 2D VERSUS 3D VIRTUAL WORLD","display_name":"ENHANCING BRAND EQUITY THROUGH FLOW: COMPARISON OF 2D VERSUS 3D VIRTUAL WORLD","publication_year":2010,"publication_date":"2010-01-01","ids":{"openalex":"https://openalex.org/W51383866","mag":"51383866"},"language":"en","primary_location":{"id":"pmh:oai:ink.library.smu.edu.sg:sis_research-10476","doi":null,"is_oa":true,"landing_page_url":"https://ink.library.smu.edu.sg/sis_research/9476","pdf_url":null,"source":{"id":"https://openalex.org/S4306401925","display_name":"Singapore Management University Institutional Knowledge (InK) (Singapore Management University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I79891267","host_organization_name":"Singapore Management University","host_organization_lineage":["https://openalex.org/I79891267"],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"https://doi.org/10.2307/23042806","raw_type":"Journal Article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://ink.library.smu.edu.sg/sis_research/9476","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5061450492","display_name":"Fiona Fui\u2010Hoon Nah","orcid":"https://orcid.org/0000-0002-5505-7843","observed_orcids":["https://orcid.org/0000-0002-5505-7843"]},"institutions":[{"id":"https://openalex.org/I20382870","display_name":"Missouri University of Science and Technology","ror":"https://ror.org/00scwqd12","country_code":"US","type":"education","lineage":["https://openalex.org/I20382870"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Fiona Fui\u2010Hoon Nah","raw_affiliation_strings":["Missouri University of Science and Technology, Rolla, United States"],"raw_orcid":"https://orcid.org/0000-0002-5505-7843","affiliations":[{"raw_affiliation_string":"Missouri University of Science and Technology, Rolla, United States","institution_ids":["https://openalex.org/I20382870"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5008367562","display_name":"Brenda Eschenbrenner","orcid":"https://orcid.org/0009-0002-5631-1222","observed_orcids":["https://orcid.org/0009-0002-5631-1222"]},"institutions":[{"id":"https://openalex.org/I114395901","display_name":"University of Nebraska\u2013Lincoln","ror":"https://ror.org/043mer456","country_code":"US","type":"education","lineage":["https://openalex.org/I114395901"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Brenda Eschenbrenner","raw_affiliation_strings":["University of Nebraska\u2013Lincoln, Lincoln, United States"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Nebraska\u2013Lincoln, Lincoln, United States","institution_ids":["https://openalex.org/I114395901"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5038858379","display_name":"David DeWester","orcid":"https://orcid.org/0009-0006-7613-6897","observed_orcids":["https://orcid.org/0009-0006-7613-6897"]},"institutions":[{"id":"https://openalex.org/I114395901","display_name":"University of Nebraska\u2013Lincoln","ror":"https://ror.org/043mer456","country_code":"US","type":"education","lineage":["https://openalex.org/I114395901"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"David DeWester","raw_affiliation_strings":["University of Nebraska\u2013Lincoln, Lincoln, United States"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Nebraska\u2013Lincoln, Lincoln, United States","institution_ids":["https://openalex.org/I114395901"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.7397,"has_fulltext":false,"cited_by_count":4,"citation_normalized_percentile":{"value":0.83655766,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":93},"biblio":{"volume":null,"issue":null,"first_page":"249","last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.635699987411499,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.635699987411499,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.2410999983549118,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.02850000001490116,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-equity","display_name":"brand equity","score":0.8769999742507935},{"id":"https://openalex.org/keywords/flow-experience","display_name":"flow experience","score":0.8510000109672546},{"id":"https://openalex.org/keywords/3d-virtual-worlds","display_name":"3D virtual worlds","score":0.8980000019073486},{"id":"https://openalex.org/keywords/telepresence","display_name":"telepresence","score":0.8289999961853027},{"id":"https://openalex.org/keywords/enjoyment","display_name":"enjoyment","score":0.843999981880188},{"id":"https://openalex.org/keywords/attentional-conflict","display_name":"attentional conflict","score":0.9509999752044678},{"id":"https://openalex.org/keywords/behavioral-intention","display_name":"behavioral intention","score":0.902999997138977},{"id":"https://openalex.org/keywords/virtual-world-design","display_name":"virtual world design","score":0.578000009059906}],"concepts":[{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.6528691053390503},{"id":"https://openalex.org/C122980154","wikidata":"https://www.wikidata.org/wiki/Q205555","display_name":"Feeling","level":2,"score":0.5556381940841675},{"id":"https://openalex.org/C2776378700","wikidata":"https://www.wikidata.org/wiki/Q3030775","display_name":"Distraction","level":2,"score":0.5206448435783386},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5042330026626587},{"id":"https://openalex.org/C199728807","wikidata":"https://www.wikidata.org/wiki/Q2578557","display_name":"Equity (law)","level":2,"score":0.48202288150787354},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4283120930194855},{"id":"https://openalex.org/C53332860","wikidata":"https://www.wikidata.org/wiki/Q2632041","display_name":"Metaverse","level":3,"score":0.42469555139541626},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.42137813568115234},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4066168963909149},{"id":"https://openalex.org/C194969405","wikidata":"https://www.wikidata.org/wiki/Q170519","display_name":"Virtual reality","level":2,"score":0.333139568567276},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.3125962018966675},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.281267374753952},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.19543913006782532},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.15594890713691711},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.1195158064365387},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:ink.library.smu.edu.sg:sis_research-10476","doi":null,"is_oa":true,"landing_page_url":"https://ink.library.smu.edu.sg/sis_research/9476","pdf_url":null,"source":{"id":"https://openalex.org/S4306401925","display_name":"Singapore Management University Institutional Knowledge (InK) (Singapore Management University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I79891267","host_organization_name":"Singapore Management University","host_organization_lineage":["https://openalex.org/I79891267"],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"https://doi.org/10.2307/23042806","raw_type":"Journal Article"},{"id":"mag:51383866","doi":null,"is_oa":false,"landing_page_url":"http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1243&context=icis2010_submissions","pdf_url":null,"source":{"id":"https://openalex.org/S4306419566","display_name":"International Conference on Information Systems","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"International Conference on Information Systems","raw_type":null}],"best_oa_location":{"id":"pmh:oai:ink.library.smu.edu.sg:sis_research-10476","doi":null,"is_oa":true,"landing_page_url":"https://ink.library.smu.edu.sg/sis_research/9476","pdf_url":null,"source":{"id":"https://openalex.org/S4306401925","display_name":"Singapore Management University Institutional Knowledge (InK) (Singapore Management University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I79891267","host_organization_name":"Singapore Management University","host_organization_lineage":["https://openalex.org/I79891267"],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"https://doi.org/10.2307/23042806","raw_type":"Journal Article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":82,"referenced_works":["https://openalex.org/W85941298","https://openalex.org/W147400683","https://openalex.org/W1492747992","https://openalex.org/W1497688183","https://openalex.org/W1519678561","https://openalex.org/W1536865711","https://openalex.org/W1539609515","https://openalex.org/W1548811294","https://openalex.org/W1578907434","https://openalex.org/W1583636700","https://openalex.org/W1592080430","https://openalex.org/W1665332082","https://openalex.org/W1919094054","https://openalex.org/W1966179317","https://openalex.org/W1968185118","https://openalex.org/W1976038327","https://openalex.org/W1982000255","https://openalex.org/W1982633522","https://openalex.org/W1984884139","https://openalex.org/W1986295637","https://openalex.org/W1987930784","https://openalex.org/W1988447536","https://openalex.org/W1990950397","https://openalex.org/W1991871503","https://openalex.org/W1992193527","https://openalex.org/W1993451170","https://openalex.org/W1995474267","https://openalex.org/W1996513897","https://openalex.org/W1998284588","https://openalex.org/W2006992911","https://openalex.org/W2007104136","https://openalex.org/W2008858301","https://openalex.org/W2009111617","https://openalex.org/W2010301148","https://openalex.org/W2014134373","https://openalex.org/W2016489670","https://openalex.org/W2017356504","https://openalex.org/W2017390871","https://openalex.org/W2017397364","https://openalex.org/W2018168625","https://openalex.org/W2018201949","https://openalex.org/W2024858500","https://openalex.org/W2045279171","https://openalex.org/W2057023890","https://openalex.org/W2058300759","https://openalex.org/W2059675837","https://openalex.org/W2060147741","https://openalex.org/W2061776636","https://openalex.org/W2070256219","https://openalex.org/W2073801487","https://openalex.org/W2079179355","https://openalex.org/W2081839644","https://openalex.org/W2086771214","https://openalex.org/W2097675389","https://openalex.org/W2098010293","https://openalex.org/W2104269070","https://openalex.org/W2106048757","https://openalex.org/W2109584331","https://openalex.org/W2110638361","https://openalex.org/W2116578868","https://openalex.org/W2122149050","https://openalex.org/W2136940599","https://openalex.org/W2138242322","https://openalex.org/W2140205964","https://openalex.org/W2140771561","https://openalex.org/W2142307944","https://openalex.org/W2142822317","https://openalex.org/W2145098753","https://openalex.org/W2145889146","https://openalex.org/W2154384880","https://openalex.org/W2161246478","https://openalex.org/W2163000154","https://openalex.org/W2182901243","https://openalex.org/W2210655894","https://openalex.org/W2266639535","https://openalex.org/W2396634071","https://openalex.org/W2437441526","https://openalex.org/W2518950207","https://openalex.org/W3123386543","https://openalex.org/W3124679280","https://openalex.org/W4235678817","https://openalex.org/W4298967558"],"related_works":["https://openalex.org/W7028330328","https://openalex.org/W2290295444","https://openalex.org/W4230543789","https://openalex.org/W3008571616","https://openalex.org/W1536865711","https://openalex.org/W7100578254","https://openalex.org/W2946940633","https://openalex.org/W1598831189","https://openalex.org/W120180002","https://openalex.org/W2598573802"],"abstract_inverted_index":{"This":[0,101],"research":[1],"uses":[2],"the":[3,9,49,104],"theory":[4],"of":[5,11,48,57,62,94],"flow":[6,105],"to":[7,66,123,131],"examine":[8],"effect":[10,47,80],"2D":[12,114],"versus":[13,115],"3D":[14,29,50,116,127],"virtual":[15,30,51,117,128],"world":[16,31,52,118,129],"environments":[17],"on":[18,41,110],"brand":[19,42,67,111,133],"equity":[20,68,112,134],"and":[21,37,59,98,107,120,135],"use":[22],"intention.":[23,76,137],"The":[24,44,77],"results":[25],"suggest":[26],"that":[27],"a":[28,73,95],"environment":[32,53],"has":[33],"both":[34,61],"positive":[35],"(indirect)":[36],"negative":[38],"(direct)":[39],"effects":[40,109],"equity.":[43],"positive,":[45],"indirect":[46],"occurs":[54],"through":[55],"feelings":[56],"telepresence":[58],"enjoyment,":[60],"which":[63],"contribute":[64],"positively":[65],"and,":[69],"in":[70,113],"turn,":[71],"induces":[72],"higher":[74],"behavioral":[75,136],"negative,":[78],"direct":[79],"can":[81],"be":[82],"explained":[83],"using":[84],"distraction-conflict":[85],"theory,":[86],"where":[87],"attentional":[88],"conflict":[89],"is":[90],"faced":[91],"by":[92],"users":[93],"highly":[96],"interactive":[97],"rich":[99],"medium.":[100],"paper":[102],"explains":[103],"experience":[106],"its":[108],"environments,":[119],"provides":[121],"insights":[122],"practitioners":[124],"for":[125],"designing":[126],"sites":[130],"enhance":[132]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2016,"cited_by_count":1},{"year":2014,"cited_by_count":1},{"year":2012,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}
