From innovation resistance to responsible consumption: Sustainability signals shaping trust and preference in luxury metaverse marketing
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DOAJ
This study investigates how functional and psychological barriers influence Vietnamese consumers' attitudes toward metaverse marketing, with a specific focus on luxury brand preference. The research draws on two theories...
LCC TENDOkVudmlyb25tZW50YWwgZWZmZWN0cyBvZiBpbmR1c3RyaWVzIGFuZCBwbGFudHM~; LCC:Economic growth, development, planningIdioma eng
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Open Access