Dwivedi, Y., Arya, V., Sambyal, R., & Sharma, A. (2024). Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world. Journal of Consumer Behaviour, 23(2), pp. 556-585. doi:10.1002/cb.2214

Dwivedi, Yogesh, Vikas Arya, Rachita Sambyal, and Anshuman Sharma. "Brands Are Calling Your AVATAR in Metaverse–A Study to Explore XR-based Gamification Marketing Activities & Consumer-based Brand Equity in Virtual World." Journal of Consumer Behaviour 23, no. 2 (2024): 556-585.

Dwivedi, Yogesh, Vikas Arya, Rachita Sambyal, and Anshuman Sharma. "Brands Are Calling Your AVATAR in Metaverse–A Study to Explore XR-based Gamification Marketing Activities & Consumer-based Brand Equity in Virtual World." Journal of Consumer Behaviour 23.2 (2024): 556-585.