时尚品牌为何进入虚拟世界:探索快时尚和奢侈时尚品牌的动机

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2023-11-16 DOI:10.1080/20932685.2023.2269952

Maria Kniazeva, Gaetano Aiello, Costanza Dasmi, Valentina Mazzoli, Olga Nechaeva, Faheem Uddin Syed

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引用次数: 0

摘要

为什么时尚品牌在行业尚未清楚使用虚拟现实空间的好处时，要进入虚拟世界?是什么促使他们冒险进入复杂的数字世界……

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Why fashion brands enter the metaverse: Exploring the motivations of fast fashion and luxury fashion brands

Why do fashion brands enter the metaverse when the benefits of using this virtual reality space are not yet clear to the industry? What motivates them to venture into the complex world of digital p...

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.