Back to matchesWe found a matchYour institution may have rights to this item. Sign in to continue.TitleBrands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world.AuthorsArya, Vikas; Sambyal, Rachita; Sharma, Anshuman; Dwivedi, Yogesh KPublicationJournal of Consumer Behaviour, 2024, Vol 23, Issue 2, p556ISSN1472-0817Publication typeArticleDOI10.1002/cb.2214