Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences
The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual worlds in real life. This study proposes a model to investigate the influence of metaverse experiential value on consumer's brand percept...
Saved in:
| Published in | International journal of human-computer interaction Vol. 40; no. 11; pp. 2905 - 2924 |
|---|---|
| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
Norwood
Taylor & Francis
02.06.2024
Lawrence Erlbaum Associates, Inc |
| Subjects | |
| Online Access | Get full text |
Cover
Loading…
| Abstract | The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual worlds in real life. This study proposes a model to investigate the influence of metaverse experiential value on consumer's brand perception and behavioral responses in the virtual and real world. The covariance-based SEM analysis was conducted based on data from 702 Thai users of Asia's largest metaverse platform. Results revealed that all three dimensions of value indirectly affect consumer-brand engagement (CBE) through brand image and virtual purchase intention. Hedonic value had no direct effect on consumer responses, but on symbolic and utilitarian value which in turn influences CBE and virtual purchase respectively. As one of the first empirical studies on metaverse brand experience, this study contributed by incorporating multidimensional and interrelated experiential value and examining the mediating role of brand image and virtual purchase. The findings suggest brand design the branded virtual environment to facilitate consumer learning and virtual ownership, and align virtual merchandise and store ambiance with the real world to unify the brand image in both worlds. |
|---|---|
| AbstractList | The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual worlds in real life. This study proposes a model to investigate the influence of metaverse experiential value on consumer's brand perception and behavioral responses in the virtual and real world. The covariance-based SEM analysis was conducted based on data from 702 Thai users of Asia's largest metaverse platform. Results revealed that all three dimensions of value indirectly affect consumer-brand engagement (CBE) through brand image and virtual purchase intention. Hedonic value had no direct effect on consumer responses, but on symbolic and utilitarian value which in turn influences CBE and virtual purchase respectively. As one of the first empirical studies on metaverse brand experience, this study contributed by incorporating multidimensional and interrelated experiential value and examining the mediating role of brand image and virtual purchase. The findings suggest brand design the branded virtual environment to facilitate consumer learning and virtual ownership, and align virtual merchandise and store ambiance with the real world to unify the brand image in both worlds. |
| Author | Suprawan, Lokweetpun Wongkitrungrueng, Apiradee |
| Author_xml | – sequence: 1 givenname: Apiradee orcidid: 0000-0003-2392-4540 surname: Wongkitrungrueng fullname: Wongkitrungrueng, Apiradee organization: Business Administrative Division, Mahidol University International College – sequence: 2 givenname: Lokweetpun orcidid: 0000-0002-3144-075X surname: Suprawan fullname: Suprawan, Lokweetpun organization: Business Administrative Division, Mahidol University International College |
| BookMark | eNqFkEtLAzEYRYMo2Ko_QRhwPTWPyTx0oxZf0CKIrkMm80UinaQmadV_b4bRjQtd5RLOvQlninats4DQMcEzgmt8SnBRVIzUM4opm1FScVLSHTQhnNG84g3eTTkx-QDto2kIrxhjijmboOclRLkFHyBbAsSQXXlpO2NfzrLrD9kbm2I2dzZsevDZI4R1yhCy6LL7Pl0Fs4Wxk_g1eANWQThEe1quAhx9nwfo-eb6aX6XLx5u7-eXi1wxVse8pIzWbaEVpw3BbYmlapq2rAoNWLZKaVIXbau57lRHSl1yYFRroru2oU2hKTtAJ-Pu2ru3DYQoXt3G2_SkYHhYLwrOE3U-Usq7EDxooUyU0TgbvTQrQbAYPIofj2LwKL49pjb_1V5700v_-W_vYuwZq53v5bvzq05E-blyXidhyqRP_j3xBR2ajDo |
| CitedBy_id | crossref_primary_10_1002_cb_2298 crossref_primary_10_1002_cb_2214 crossref_primary_10_1080_10447318_2024_2384830 crossref_primary_10_1080_10447318_2024_2351717 crossref_primary_10_1002_cb_2374 crossref_primary_10_1016_j_tele_2024_102109 crossref_primary_10_1108_INTR_08_2022_0687 crossref_primary_10_3390_su151410867 crossref_primary_10_7233_jksc_2023_73_6_036 crossref_primary_10_1108_JCMARS_08_2023_0034 crossref_primary_10_1108_IJBM_11_2022_0522 crossref_primary_10_2139_ssrn_4624199 crossref_primary_10_5850_JKSCT_2023_47_5_891 crossref_primary_10_1016_j_jretconser_2024_103971 crossref_primary_10_1002_mar_22009 crossref_primary_10_1080_10447318_2023_2184594 crossref_primary_10_1002_cb_2420 crossref_primary_10_1108_IJSMS_04_2023_0061 crossref_primary_10_5850_JKSCT_2024_48_1_82 crossref_primary_10_1080_10447318_2023_2241295 crossref_primary_10_1080_23311886_2025_2458058 crossref_primary_10_1108_JRIM_07_2024_0344 crossref_primary_10_1002_cb_2346 crossref_primary_10_1111_ijcs_13069 crossref_primary_10_1186_s40359_023_01256_6 crossref_primary_10_1080_10447318_2023_2260984 crossref_primary_10_1111_ijcs_70045 crossref_primary_10_1108_IJCHM_04_2023_0474 crossref_primary_10_1108_INTR_01_2024_0030 crossref_primary_10_1016_j_jretconser_2023_103684 crossref_primary_10_1080_08911762_2025_2463897 crossref_primary_10_1016_j_jretconser_2024_103781 crossref_primary_10_1108_BIJ_12_2023_0911 crossref_primary_10_29049_rjcc_2024_32_3_321 crossref_primary_10_1108_OIR_01_2024_0017 crossref_primary_10_3390_jtaer20010036 crossref_primary_10_1080_0965254X_2025_2473374 crossref_primary_10_9728_dcs_2023_24_7_1453 crossref_primary_10_1002_cb_2353 crossref_primary_10_1108_MIP_10_2023_0584 crossref_primary_10_3390_su17062474 crossref_primary_10_3390_su15097278 crossref_primary_10_1002_mar_22140 crossref_primary_10_1108_LHT_12_2023_0613 crossref_primary_10_1002_cb_2396 crossref_primary_10_1080_13683500_2024_2440808 crossref_primary_10_1108_JMP_01_2024_0008 crossref_primary_10_1108_IJTC_01_2024_0001 crossref_primary_10_1016_j_chb_2024_108505 crossref_primary_10_1002_mar_21854 crossref_primary_10_1016_j_jretconser_2023_103671 crossref_primary_10_1080_10447318_2023_2290380 crossref_primary_10_1080_10447318_2024_2415777 crossref_primary_10_1080_20932685_2023_2249476 crossref_primary_10_1080_10447318_2024_2322200 crossref_primary_10_1080_10447318_2024_2439121 crossref_primary_10_1108_GKMC_05_2024_0307 crossref_primary_10_57019_jmv_1546324 crossref_primary_10_3390_asi7040058 crossref_primary_10_56400_tarsusiibfdergisi_1581788 crossref_primary_10_1016_j_jjimei_2023_100205 crossref_primary_10_1016_j_techfore_2024_123870 crossref_primary_10_1108_APJML_03_2024_0263 crossref_primary_10_1108_APJBA_01_2024_0015 crossref_primary_10_61524_fuuiibfdergi_1326469 |
| Cites_doi | 10.3390/su11195371 10.1086/209415 10.1111/jocd.14794 10.1108/JSTPM-05-2020-0088 10.1108/09590550610642792 10.1016/j.jretconser.2003.09.002 10.1016/j.jbusres.2018.07.026 10.1108/IJCHM-05-2022-0631 10.1016/j.ijinfomgt.2022.102542 10.1145/1314234.1314248 10.1016/j.jbusres.2014.06.020 10.1016/0167-8116(93)90009-N 10.1002/jsc.2502 10.1016/j.bushor.2009.07.002 10.15830/amj.2020.22.3.71 10.3758/s13428-011-0115-7 10.1109/MIC.2008.1 10.1080/10696679.2015.1002332 10.1086/598614 10.1016/j.techfore.2014.10.017 10.1108/IJRDM-03-2018-0066 10.1177/1094670510375602 10.1080/0965254X.2015.1095223 10.1016/j.dss.2013.07.002 10.1016/j.im.2019.02.008 10.1111/j.1365-2575.2012.00407.x 10.1016/j.chb.2015.01.061 10.1080/15332861.2014.944437 10.1086/209376 10.1016/j.jbusres.2021.03.017 10.4135/9781452229102 10.1108/00251740910984596 10.1108/APJML-04-2019-0262 10.1177/002224379703400304 10.1111/j.1540-5885.2009.00667.x 10.1007/s44202-022-00061-3 10.2501/S0021849908080148 10.1016/j.intmar.2008.10.003 10.1177/002224298805200302 10.1016/j.jbusres.2022.113420 10.2753/MTP1069-6679170105 10.1177/1354856514531532 10.1108/JBS-01-2022-0014 10.1002/dir.20077 10.2753/MTP1069-6679200201 10.1016/j.jbusres.2019.11.058 10.1016/j.dss.2014.05.004 10.1016/j.jretconser.2012.08.001 10.1016/j.chb.2019.02.008 10.1108/ITP-02-2019-0092 10.1057/crr.2013.7 10.1016/j.bushor.2022.07.007 10.1016/j.jbusres.2018.10.055 10.1016/j.jbusres.2011.07.029 10.25300/MISQ/2014/38.2.03 10.1016/j.chb.2016.11.002 10.1016/j.im.2011.07.004 10.13140/ejbm.2013.55.65 10.1016/j.techsoc.2020.101437 10.1002/mar.10064 10.1145/1077246.1077253 10.1108/JPBM-04-2018-1840 10.1086/376807 10.1016/j.copsyc.2020.07.017 10.1108/JPBM-04-2021-3448 10.1080/10696679.2001.11501897 10.1509/JMKG.72.3.048 10.1080/10454446.2013.807402 10.1080/0965254X.2011.599493 10.1177/0047287518818915 10.1080/10696679.2015.1002337 10.1016/j.intmar.2019.07.002 10.1016/j.chb.2019.07.002 10.1108/IJRDM-12-2019-0393 10.2753/MTP1069-6679150101 10.3390/su11226314 10.3390/app112311087 10.1177/0196859920961041 10.1080/10548408.2022.2044972 10.3390/virtualworlds1020007 10.1287/isre.11.4.342.11872 10.1057/s41270-019-00065-4 10.17705/1jais.00183 10.1037/0033-2909.84.5.888. 10.1287/isre.2019.0897 10.1080/10496491.2015.1021503 10.1177/1094670520948134 10.3390/encyclopedia2010031 10.1016/j.jbusres.2008.01.018 10.3390/su11113219 10.1007/s10660-009-9031-7 10.1080/0267257X.2013.821150 10.1108/09555341011068895 10.1057/bm.2011.29 10.2466/pr0.102.1.29-39 10.1108/EJM-10-2017-0776 10.1177/205157070902400303 10.1007/s11573-017-0850-z 10.1108/JCM-11-2018-2937 10.1016/j.chb.2012.06.030 10.1080/00913367.2005.10639202 10.3389/feduc.2020.584351 10.1016/j.jretconser.2021.102680 10.1016/j.jretconser.2022.102956 10.1177/002224299305700101 10.1016/j.jbusres.2018.08.032 10.2307/41165845 10.1016/j.ijresmar.2009.08.001 10.1108/IJCHM-03-2020-0193 10.1086/208906 10.1080/10864415.2015.979484 10.3390/su14095361 10.1371/journal.pone.0264899 10.1016/j.chb.2017.11.035 10.1007/s10660-009-9028-2 10.1080/02642060902793557 10.1016/S0148-2963(99)00087-9 10.1097/NNR.0000000000000544 10.3390/su11041166 10.1016/S0022-4359(00)00045-2 10.1002/mar.21767 10.1108/17505931311316734 10.1080/13527266.2016.1278028 10.1016/0148-2963(91)90050-8 10.1080/15252019.2021.2001273 10.1057/bm.2014.18 10.2307/23042806 10.1016/j.jretconser.2019.03.004 10.1057/jit.2015.13 10.1002/dir.1013 10.1177/1094670510375599 10.48550/arXiv.2110.05352 10.1080/0267257X.2015.1131735 10.1007/s11747-016-0485-6 10.1108/JSM-03-2019-0106 10.1016/j.apmrv.2022.09.002 10.1007/s11628-021-00448-7 10.2307/259124 10.1007/s10648-020-09551-z 10.1108/IJRDM-01-2020-0033 10.1080/13527260410001693820 |
| ContentType | Journal Article |
| Copyright | 2023 Taylor & Francis Group, LLC 2023 2023 Taylor & Francis Group, LLC |
| Copyright_xml | – notice: 2023 Taylor & Francis Group, LLC 2023 – notice: 2023 Taylor & Francis Group, LLC |
| DBID | AAYXX CITATION E3H F2A JQ2 |
| DOI | 10.1080/10447318.2023.2175162 |
| DatabaseName | CrossRef Library & Information Sciences Abstracts (LISA) Library & Information Science Abstracts (LISA) ProQuest Computer Science Collection |
| DatabaseTitle | CrossRef Library and Information Science Abstracts (LISA) ProQuest Computer Science Collection |
| DatabaseTitleList | Library and Information Science Abstracts (LISA) |
| DeliveryMethod | fulltext_linktorsrc |
| Discipline | Computer Science |
| EISSN | 1532-7590 1044-7318 |
| EndPage | 2924 |
| ExternalDocumentID | 10_1080_10447318_2023_2175162 2175162 |
| Genre | Research Article |
| GroupedDBID | -~X .7F .DC .QJ 0BK 0R~ 29J 30N 4.4 53G 5GY 5VS 8VB AAENE AAJMT AALDU AAMIU AAPUL AAQRR ABCCY ABDBF ABFIM ABHAV ABIVO ABJNI ABLIJ ABLJU ABPAQ ABPEM ABPPZ ABTAI ABXUL ABXYU ACGFS ACGOD ACHQT ACTIO ADCVX ADGTB AEISY AENEX AEOZL AEPSL AEYOC AFKVX AGDLA AGMYJ AHDZW AIJEM AKBVH AKOOK AKVCP ALMA_UNASSIGNED_HOLDINGS ALQZU AQRUH AVBZW AWYRJ BLEHA CCCUG CE4 CS3 DGEBU DKSSO DU5 EAP EBR EBS EBU EST ESX E~A E~B F5P FEDTE FPAXQ GTTXZ H13 HF~ HVGLF HZ~ H~P IPNFZ J.P KYCEM LJTGL M4Z NA5 NX~ O9- P2P PQQKQ PZZ QWB RIG RNANH ROSJB RTWRZ S-T SNACF TBQAZ TDBHL TEN TFL TFT TFW TNC TTHFI TUROJ TWF UT5 UU3 ZGOLN ZL0 ~S~ .4S AAGDL AAHIA AAYXX ACUHS ADMLS ADYSH AFRVT AHQJS AIYEW AMPGV ARCSS CITATION EAS ECS EDO EMK EPL EPS I-F TH9 TUS B0M E3H F2A JQ2 TASJS |
| ID | FETCH-LOGICAL-c338t-62328b4fc52910b60ac99b674fe0abccf184bbf5fdcd16f65e32ff1fdb9294f23 |
| ISSN | 1044-7318 |
| IngestDate | Fri Jul 25 07:05:44 EDT 2025 Tue Jul 01 02:35:19 EDT 2025 Thu Apr 24 23:02:14 EDT 2025 Wed Dec 25 09:05:37 EST 2024 |
| IsPeerReviewed | true |
| IsScholarly | true |
| Issue | 11 |
| Language | English |
| LinkModel | OpenURL |
| MergedId | FETCHMERGED-LOGICAL-c338t-62328b4fc52910b60ac99b674fe0abccf184bbf5fdcd16f65e32ff1fdb9294f23 |
| Notes | ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 14 |
| ORCID | 0000-0002-3144-075X 0000-0003-2392-4540 |
| PQID | 3062324455 |
| PQPubID | 32556 |
| PageCount | 20 |
| ParticipantIDs | crossref_citationtrail_10_1080_10447318_2023_2175162 proquest_journals_3062324455 informaworld_taylorfrancis_310_1080_10447318_2023_2175162 crossref_primary_10_1080_10447318_2023_2175162 |
| ProviderPackageCode | CITATION AAYXX |
| PublicationCentury | 2000 |
| PublicationDate | 2024-06-02 |
| PublicationDateYYYYMMDD | 2024-06-02 |
| PublicationDate_xml | – month: 06 year: 2024 text: 2024-06-02 day: 02 |
| PublicationDecade | 2020 |
| PublicationPlace | Norwood |
| PublicationPlace_xml | – name: Norwood |
| PublicationTitle | International journal of human-computer interaction |
| PublicationYear | 2024 |
| Publisher | Taylor & Francis Lawrence Erlbaum Associates, Inc |
| Publisher_xml | – name: Taylor & Francis – name: Lawrence Erlbaum Associates, Inc |
| References | e_1_3_2_28_1 e_1_3_2_20_1 e_1_3_2_66_1 e_1_3_2_130_1 e_1_3_2_172_1 e_1_3_2_43_1 e_1_3_2_85_1 e_1_3_2_24_1 e_1_3_2_47_1 e_1_3_2_89_1 e_1_3_2_100_1 e_1_3_2_146_1 e_1_3_2_127_1 e_1_3_2_169_1 e_1_3_2_62_1 e_1_3_2_104_1 e_1_3_2_142_1 e_1_3_2_123_1 Van Rijmenam M. (e_1_3_2_160_1) 2022 e_1_3_2_165_1 e_1_3_2_16_1 e_1_3_2_39_1 e_1_3_2_7_1 e_1_3_2_31_1 e_1_3_2_54_1 e_1_3_2_77_1 Kline R. B. (e_1_3_2_81_1) 2016 e_1_3_2_161_1 e_1_3_2_12_1 e_1_3_2_35_1 e_1_3_2_58_1 e_1_3_2_96_1 e_1_3_2_3_1 e_1_3_2_92_1 e_1_3_2_135_1 Han J. (e_1_3_2_57_1) 2021 e_1_3_2_116_1 e_1_3_2_158_1 e_1_3_2_50_1 e_1_3_2_73_1 Sandikci O. (e_1_3_2_137_1) 1998 e_1_3_2_131_1 e_1_3_2_177_1 e_1_3_2_112_1 e_1_3_2_154_1 Roth M. S. (e_1_3_2_133_1) 1994 e_1_3_2_139_1 e_1_3_2_29_1 e_1_3_2_152_1 e_1_3_2_21_1 Csikszentmihalyi M. (e_1_3_2_32_1) 1997 e_1_3_2_44_1 e_1_3_2_63_1 e_1_3_2_86_1 e_1_3_2_171_1 e_1_3_2_25_1 e_1_3_2_67_1 e_1_3_2_126_1 e_1_3_2_149_1 e_1_3_2_168_1 e_1_3_2_40_1 e_1_3_2_82_1 e_1_3_2_103_1 e_1_3_2_122_1 e_1_3_2_145_1 e_1_3_2_164_1 e_1_3_2_107_1 e_1_3_2_17_1 Mereu S. (e_1_3_2_99_1) 2023 Hair J. F. (e_1_3_2_56_1) 2010 e_1_3_2_2_1 e_1_3_2_55_1 e_1_3_2_141_1 e_1_3_2_74_1 e_1_3_2_6_1 e_1_3_2_13_1 e_1_3_2_59_1 e_1_3_2_97_1 e_1_3_2_36_1 e_1_3_2_78_1 e_1_3_2_93_1 e_1_3_2_115_1 e_1_3_2_138_1 e_1_3_2_157_1 e_1_3_2_51_1 e_1_3_2_111_1 e_1_3_2_134_1 e_1_3_2_153_1 e_1_3_2_176_1 e_1_3_2_70_1 e_1_3_2_119_1 e_1_3_2_49_1 Gabisch J. A. (e_1_3_2_48_1) 2011; 12 e_1_3_2_151_1 e_1_3_2_174_1 e_1_3_2_41_1 e_1_3_2_87_1 e_1_3_2_22_1 e_1_3_2_64_1 e_1_3_2_170_1 e_1_3_2_45_1 e_1_3_2_26_1 e_1_3_2_68_1 e_1_3_2_125_1 e_1_3_2_148_1 e_1_3_2_83_1 e_1_3_2_121_1 e_1_3_2_167_1 e_1_3_2_60_1 e_1_3_2_102_1 e_1_3_2_144_1 e_1_3_2_106_1 e_1_3_2_129_1 e_1_3_2_9_1 e_1_3_2_18_1 e_1_3_2_163_1 e_1_3_2_10_1 e_1_3_2_33_1 Franzen G. (e_1_3_2_46_1) 2001 e_1_3_2_52_1 e_1_3_2_75_1 e_1_3_2_140_1 e_1_3_2_5_1 e_1_3_2_14_1 e_1_3_2_37_1 e_1_3_2_79_1 e_1_3_2_98_1 Nunnally J. C. (e_1_3_2_108_1) 1994 e_1_3_2_114_1 e_1_3_2_94_1 e_1_3_2_110_1 e_1_3_2_156_1 e_1_3_2_71_1 e_1_3_2_90_1 e_1_3_2_175_1 e_1_3_2_118_1 e_1_3_2_27_1 Stephenson N. (e_1_3_2_150_1) 1992 e_1_3_2_42_1 e_1_3_2_65_1 e_1_3_2_88_1 e_1_3_2_173_1 e_1_3_2_23_1 e_1_3_2_69_1 Katz E. (e_1_3_2_72_1) 1974 e_1_3_2_80_1 e_1_3_2_101_1 e_1_3_2_124_1 e_1_3_2_147_1 e_1_3_2_61_1 e_1_3_2_84_1 e_1_3_2_105_1 e_1_3_2_120_1 e_1_3_2_143_1 e_1_3_2_166_1 e_1_3_2_128_1 e_1_3_2_109_1 e_1_3_2_38_1 e_1_3_2_8_1 e_1_3_2_19_1 e_1_3_2_162_1 e_1_3_2_30_1 e_1_3_2_76_1 e_1_3_2_11_1 e_1_3_2_53_1 e_1_3_2_34_1 e_1_3_2_4_1 e_1_3_2_15_1 Park S. R. (e_1_3_2_113_1) 2008; 1 e_1_3_2_136_1 e_1_3_2_159_1 e_1_3_2_95_1 e_1_3_2_132_1 e_1_3_2_155_1 e_1_3_2_91_1 e_1_3_2_117_1 |
| References_xml | – ident: e_1_3_2_93_1 doi: 10.3390/su11195371 – ident: e_1_3_2_136_1 – ident: e_1_3_2_129_1 doi: 10.1086/209415 – ident: e_1_3_2_88_1 doi: 10.1111/jocd.14794 – ident: e_1_3_2_125_1 doi: 10.1108/JSTPM-05-2020-0088 – ident: e_1_3_2_122_1 – ident: e_1_3_2_75_1 – ident: e_1_3_2_130_1 doi: 10.1108/09590550610642792 – ident: e_1_3_2_7_1 doi: 10.1016/j.jretconser.2003.09.002 – ident: e_1_3_2_44_1 – ident: e_1_3_2_112_1 doi: 10.1016/j.jbusres.2018.07.026 – ident: e_1_3_2_18_1 doi: 10.1108/IJCHM-05-2022-0631 – ident: e_1_3_2_39_1 doi: 10.1016/j.ijinfomgt.2022.102542 – ident: e_1_3_2_92_1 doi: 10.1145/1314234.1314248 – ident: e_1_3_2_166_1 – ident: e_1_3_2_4_1 doi: 10.1016/j.jbusres.2014.06.020 – ident: e_1_3_2_45_1 doi: 10.1016/0167-8116(93)90009-N – ident: e_1_3_2_54_1 doi: 10.1002/jsc.2502 – volume-title: Principles and practice of structural equation modeling year: 2016 ident: e_1_3_2_81_1 – ident: e_1_3_2_71_1 doi: 10.1016/j.bushor.2009.07.002 – volume-title: Psychometric theory year: 1994 ident: e_1_3_2_108_1 – ident: e_1_3_2_111_1 doi: 10.15830/amj.2020.22.3.71 – ident: e_1_3_2_134_1 doi: 10.3758/s13428-011-0115-7 – ident: e_1_3_2_152_1 – ident: e_1_3_2_60_1 doi: 10.1109/MIC.2008.1 – ident: e_1_3_2_68_1 doi: 10.1080/10696679.2015.1002332 – ident: e_1_3_2_115_1 doi: 10.1086/598614 – ident: e_1_3_2_11_1 doi: 10.1016/j.techfore.2014.10.017 – ident: e_1_3_2_59_1 doi: 10.1108/IJRDM-03-2018-0066 – ident: e_1_3_2_151_1 – ident: e_1_3_2_84_1 doi: 10.1177/1094670510375602 – ident: e_1_3_2_52_1 doi: 10.1080/0965254X.2015.1095223 – ident: e_1_3_2_79_1 doi: 10.1016/j.dss.2013.07.002 – ident: e_1_3_2_10_1 doi: 10.1016/j.im.2019.02.008 – ident: e_1_3_2_31_1 doi: 10.1111/j.1365-2575.2012.00407.x – ident: e_1_3_2_162_1 doi: 10.1016/j.chb.2015.01.061 – ident: e_1_3_2_117_1 doi: 10.1080/15332861.2014.944437 – ident: e_1_3_2_8_1 doi: 10.1086/209376 – ident: e_1_3_2_5_1 doi: 10.1016/j.jbusres.2021.03.017 – volume-title: The mental world of brands: Mind, memory and brand success year: 2001 ident: e_1_3_2_46_1 – ident: e_1_3_2_63_1 doi: 10.4135/9781452229102 – volume: 12 start-page: 302 issue: 4 year: 2011 ident: e_1_3_2_48_1 article-title: Impact of virtual brand experience on purchase intentions: The role of multichannel congruence publication-title: Journal of Electronic Commerce Research, – ident: e_1_3_2_154_1 doi: 10.1108/00251740910984596 – ident: e_1_3_2_29_1 doi: 10.1108/APJML-04-2019-0262 – ident: e_1_3_2_3_1 doi: 10.1177/002224379703400304 – ident: e_1_3_2_106_1 doi: 10.1111/j.1540-5885.2009.00667.x – ident: e_1_3_2_61_1 doi: 10.1007/s44202-022-00061-3 – start-page: 305 volume-title: Servicescapes: The concept of place in contemporary markets year: 1998 ident: e_1_3_2_137_1 – ident: e_1_3_2_38_1 doi: 10.2501/S0021849908080148 – ident: e_1_3_2_62_1 doi: 10.1016/j.intmar.2008.10.003 – ident: e_1_3_2_174_1 doi: 10.1177/002224298805200302 – ident: e_1_3_2_149_1 – ident: e_1_3_2_12_1 doi: 10.1016/j.jbusres.2022.113420 – volume-title: Paper Presented at the 2nd International Conference on Human-Centered Artificial Intelligence (Computing4Human 2021). CEUR Workshop Proceedings year: 2021 ident: e_1_3_2_57_1 – ident: e_1_3_2_16_1 doi: 10.2753/MTP1069-6679170105 – ident: e_1_3_2_103_1 doi: 10.1177/1354856514531532 – ident: e_1_3_2_66_1 doi: 10.1108/JBS-01-2022-0014 – start-page: 179 volume-title: Promoting organizational performance through 5G and agile marketing year: 2023 ident: e_1_3_2_99_1 – volume-title: Step into the metaverse: How the immersive internet will unlock a trillion-dollar social economy year: 2022 ident: e_1_3_2_160_1 – ident: e_1_3_2_105_1 doi: 10.1002/dir.20077 – ident: e_1_3_2_163_1 doi: 10.2753/MTP1069-6679200201 – ident: e_1_3_2_169_1 doi: 10.1016/j.jbusres.2019.11.058 – ident: e_1_3_2_116_1 doi: 10.1080/15332861.2014.944437 – ident: e_1_3_2_177_1 doi: 10.1016/j.dss.2014.05.004 – ident: e_1_3_2_37_1 doi: 10.1016/j.jretconser.2012.08.001 – ident: e_1_3_2_124_1 – ident: e_1_3_2_120_1 doi: 10.1016/j.chb.2019.02.008 – ident: e_1_3_2_148_1 doi: 10.1108/ITP-02-2019-0092 – ident: e_1_3_2_34_1 doi: 10.1057/crr.2013.7 – ident: e_1_3_2_51_1 doi: 10.1016/j.bushor.2022.07.007 – ident: e_1_3_2_91_1 doi: 10.1016/j.jbusres.2018.10.055 – ident: e_1_3_2_141_1 – ident: e_1_3_2_17_1 doi: 10.1016/j.jbusres.2011.07.029 – ident: e_1_3_2_170_1 doi: 10.25300/MISQ/2014/38.2.03 – ident: e_1_3_2_49_1 doi: 10.1016/j.chb.2016.11.002 – ident: e_1_3_2_53_1 doi: 10.1016/j.im.2011.07.004 – ident: e_1_3_2_167_1 doi: 10.13140/ejbm.2013.55.65 – ident: e_1_3_2_20_1 doi: 10.1016/j.techsoc.2020.101437 – ident: e_1_3_2_42_1 doi: 10.1002/mar.10064 – volume-title: The uses of mass communications: Current perspectives on gratifications research year: 1974 ident: e_1_3_2_72_1 – ident: e_1_3_2_153_1 doi: 10.1145/1077246.1077253 – ident: e_1_3_2_85_1 doi: 10.1108/JPBM-04-2018-1840 – ident: e_1_3_2_139_1 doi: 10.1086/376807 – ident: e_1_3_2_82_1 doi: 10.1016/j.copsyc.2020.07.017 – ident: e_1_3_2_26_1 doi: 10.1108/JPBM-04-2021-3448 – ident: e_1_3_2_43_1 doi: 10.1080/10696679.2001.11501897 – start-page: 495 volume-title: North American advances in consumer research year: 1994 ident: e_1_3_2_133_1 – ident: e_1_3_2_30_1 doi: 10.1509/JMKG.72.3.048 – ident: e_1_3_2_13_1 doi: 10.1080/10454446.2013.807402 – ident: e_1_3_2_65_1 doi: 10.1080/0965254X.2011.599493 – volume-title: Snow crash: A novel year: 1992 ident: e_1_3_2_150_1 – ident: e_1_3_2_78_1 doi: 10.1177/0047287518818915 – ident: e_1_3_2_131_1 – ident: e_1_3_2_69_1 doi: 10.1080/10696679.2015.1002337 – ident: e_1_3_2_98_1 – ident: e_1_3_2_70_1 doi: 10.1016/j.intmar.2019.07.002 – ident: e_1_3_2_96_1 doi: 10.1016/j.chb.2019.07.002 – ident: e_1_3_2_80_1 doi: 10.1108/IJRDM-12-2019-0393 – ident: e_1_3_2_147_1 doi: 10.2753/MTP1069-6679150101 – ident: e_1_3_2_28_1 doi: 10.3390/su11226314 – ident: e_1_3_2_143_1 doi: 10.3390/app112311087 – ident: e_1_3_2_121_1 doi: 10.1177/0196859920961041 – ident: e_1_3_2_145_1 doi: 10.1080/10548408.2022.2044972 – ident: e_1_3_2_156_1 doi: 10.3390/virtualworlds1020007 – ident: e_1_3_2_161_1 doi: 10.1287/isre.11.4.342.11872 – ident: e_1_3_2_19_1 – ident: e_1_3_2_14_1 doi: 10.1057/s41270-019-00065-4 – ident: e_1_3_2_158_1 – ident: e_1_3_2_35_1 doi: 10.17705/1jais.00183 – ident: e_1_3_2_97_1 doi: 10.1037/0033-2909.84.5.888. – ident: e_1_3_2_83_1 doi: 10.1287/isre.2019.0897 – ident: e_1_3_2_33_1 doi: 10.1080/10496491.2015.1021503 – ident: e_1_3_2_175_1 doi: 10.1177/1094670520948134 – ident: e_1_3_2_102_1 doi: 10.3390/encyclopedia2010031 – volume-title: Finding flow: The psychology of engagement with everyday life year: 1997 ident: e_1_3_2_32_1 – ident: e_1_3_2_157_1 – ident: e_1_3_2_58_1 doi: 10.1016/j.jbusres.2008.01.018 – ident: e_1_3_2_173_1 doi: 10.3390/su11113219 – ident: e_1_3_2_23_1 – ident: e_1_3_2_50_1 doi: 10.1007/s10660-009-9031-7 – ident: e_1_3_2_114_1 doi: 10.1080/0267257X.2013.821150 – ident: e_1_3_2_9_1 doi: 10.1108/09555341011068895 – ident: e_1_3_2_100_1 – ident: e_1_3_2_47_1 doi: 10.1057/bm.2011.29 – ident: e_1_3_2_132_1 doi: 10.2466/pr0.102.1.29-39 – ident: e_1_3_2_155_1 doi: 10.1108/EJM-10-2017-0776 – ident: e_1_3_2_55_1 doi: 10.1177/205157070902400303 – ident: e_1_3_2_140_1 doi: 10.1007/s11573-017-0850-z – ident: e_1_3_2_25_1 doi: 10.1108/JCM-11-2018-2937 – ident: e_1_3_2_176_1 – ident: e_1_3_2_142_1 doi: 10.1016/j.chb.2012.06.030 – ident: e_1_3_2_146_1 doi: 10.1080/00913367.2005.10639202 – ident: e_1_3_2_109_1 doi: 10.3389/feduc.2020.584351 – ident: e_1_3_2_123_1 doi: 10.1016/j.jretconser.2021.102680 – ident: e_1_3_2_138_1 doi: 10.1016/j.jretconser.2022.102956 – ident: e_1_3_2_73_1 doi: 10.1177/002224299305700101 – ident: e_1_3_2_168_1 doi: 10.1016/j.jbusres.2018.08.032 – ident: e_1_3_2_2_1 doi: 10.2307/41165845 – ident: e_1_3_2_128_1 doi: 10.1016/j.ijresmar.2009.08.001 – ident: e_1_3_2_94_1 – ident: e_1_3_2_126_1 doi: 10.1108/IJCHM-03-2020-0193 – ident: e_1_3_2_164_1 – ident: e_1_3_2_64_1 doi: 10.1086/208906 – ident: e_1_3_2_119_1 doi: 10.1080/10864415.2015.979484 – ident: e_1_3_2_171_1 doi: 10.3390/su14095361 – ident: e_1_3_2_172_1 doi: 10.1371/journal.pone.0264899 – ident: e_1_3_2_24_1 doi: 10.1016/j.chb.2017.11.035 – ident: e_1_3_2_89_1 doi: 10.1007/s10660-009-9028-2 – ident: e_1_3_2_27_1 doi: 10.1080/02642060902793557 – ident: e_1_3_2_41_1 doi: 10.1016/S0148-2963(99)00087-9 – ident: e_1_3_2_165_1 doi: 10.1097/NNR.0000000000000544 – ident: e_1_3_2_67_1 doi: 10.3390/su11041166 – ident: e_1_3_2_95_1 doi: 10.1016/S0022-4359(00)00045-2 – ident: e_1_3_2_40_1 doi: 10.1002/mar.21767 – ident: e_1_3_2_77_1 doi: 10.1108/17505931311316734 – ident: e_1_3_2_15_1 doi: 10.1080/13527266.2016.1278028 – ident: e_1_3_2_144_1 doi: 10.1016/0148-2963(91)90050-8 – ident: e_1_3_2_76_1 doi: 10.1080/15252019.2021.2001273 – ident: e_1_3_2_36_1 doi: 10.1057/bm.2014.18 – ident: e_1_3_2_104_1 doi: 10.2307/23042806 – ident: e_1_3_2_127_1 doi: 10.1016/j.jretconser.2019.03.004 – ident: e_1_3_2_21_1 doi: 10.1057/jit.2015.13 – ident: e_1_3_2_90_1 doi: 10.1002/dir.1013 – ident: e_1_3_2_159_1 doi: 10.1177/1094670510375599 – volume-title: Multivariate data analysis: A global perspective year: 2010 ident: e_1_3_2_56_1 – ident: e_1_3_2_87_1 doi: 10.48550/arXiv.2110.05352 – ident: e_1_3_2_86_1 doi: 10.1080/0267257X.2015.1131735 – ident: e_1_3_2_110_1 doi: 10.1007/s11747-016-0485-6 – volume: 1 start-page: 1 issue: 2 year: 2008 ident: e_1_3_2_113_1 article-title: Virtual world affordances: Enhancing brand value publication-title: Journal for Virtual Worlds Research, – ident: e_1_3_2_74_1 doi: 10.1108/JSM-03-2019-0106 – ident: e_1_3_2_135_1 doi: 10.1016/j.apmrv.2022.09.002 – ident: e_1_3_2_22_1 doi: 10.1007/s11628-021-00448-7 – ident: e_1_3_2_118_1 doi: 10.2307/259124 – ident: e_1_3_2_107_1 doi: 10.1007/s10648-020-09551-z – ident: e_1_3_2_6_1 doi: 10.1108/IJRDM-01-2020-0033 – ident: e_1_3_2_101_1 doi: 10.1080/13527260410001693820 |
| SSID | ssj0002053 |
| Score | 2.625469 |
| Snippet | The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual... |
| SourceID | proquest crossref informaworld |
| SourceType | Aggregation Database Enrichment Source Index Database Publisher |
| StartPage | 2905 |
| SubjectTerms | Brand image Empirical analysis Virtual environments |
| Title | Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences |
| URI | https://www.tandfonline.com/doi/abs/10.1080/10447318.2023.2175162 https://www.proquest.com/docview/3062324455 |
| Volume | 40 |
| hasFullText | 1 |
| inHoldings | 1 |
| isFullTextHit | |
| isPrint | |
| link | http://utb.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMwnV1Lb9QwELaWcuHCG1EoyAeuWRw_8uBWoaKC1F7oSr1FsWP3UMiutlm14mfwixk_8dKKUi5RFGmcx3wznpnMA6F32phGEKYLyhgruKh5IWEbLXhDpdCEKuP6dB8dV4cL_uVUnM5mP7Ospc0k5-rHjXUl_8NVuAZ8tVWyd-BsWhQuwDnwF47AYTj-E4-P9NTbtAoQTa2nC2CUL1Kxbv7BVf_dDX9wMzltlaUN1dt8WN_U4bOLWNu8IUeV9Ty-yA3W7Yhh1mfCDfcrVBgK4dpOrH2RRNLzy_Hs3BZ1jGfrjfY6Zd_-1x90QtPXzWrdX4b6h-X5JbzGajPmoQjKXcpUFp0E144XNQsKVUeNCia88DNBo8r1HZoitMpcgbZEZJsxbX2F9TVF7zMj7Q3t_eZ2CPwcvCtRBt2-1Vj7jw0vpSGWoT9qXKazy3RhmXvoPgXXw-pORo7T7k6J8EUb4VVjVVhD3t_4NFv2zlY33Gu7vzNpTh6jh8EXwfseWE_QTI9P0aM45wMHtf8MLRLOsMMZjjj7gBPKcEQZTijD0xInlHkanKHsOVp8Ojj5eFiEcRyFYqyZCjCUaSO5UYKCjSkr0qu2lVXNjSa9VFaquZRGmEENZWUqoRk1pjSDBBOcG8peoJ1xOeqXCOtaczCte6VaoNGiHZR1dY3plVS15LuIx4_WqdCr3o5M-db9lWW7aJ7IVr5Zy20Ebc6RbnJRMuNH2nTsFtq9yL4uSB-QEPuVOBfi1V2f5TV68Fum9tAOiKd-AwbvJN86BP4CfrakDQ |
| linkProvider | Taylor & Francis |
| linkToHtml | http://utb.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMw1V3NbtNAEB5V5UAvtFAQoQX2QI-2nPWsHSP1AKVVQpMcUCP1Zryb2Qs0qRJXlD5WX4UXYta7LhSEeqhy4OSDNdZ653ftb74BeEPW9lSSUiTTNI1Q5RhpTqMR9qRWlEhjG57u0TjrT_DjqTpdg-u2F8bBKt0Z2nqiiCZWO-d2H6NbSBxfEXM2xtjN_o65qFbdTAZg5TF9_8bHtuX-4APreE_Ko8OTg34UJgtEho9kdcQ5X_Y0WqMkp0udJZUpCp3laCmptHELRK2tslMz7WY2U5RKa7t2qrmaQOvIDjjsP1BFljvfSpPxTfSXifKgfsTIrbHtGvrXsm_lw1tsqX9lhyblHW3Cj3azPNLlS3xR69hc_cEj-X_t5hY8ChW4eOdd5jGs0ewJbLbTLUQIdtswGVFdOdAKiRFRvRTvF74F6K04vKzOmsEa4iB0sIpPHmtMS1HPxaD5G8B5xMuIX3zSy6cwWcnLPYP12XxGz0FQTsgFZWVMwTKkiqlxBzxrK6NNrrED2JpCaQJDuxsU8rXsBiLXVlWlU1UZVNWB-Ebs3FOU3CVQ_G5nZd18G7J-kEuZ3iG72xplGaIdiyRulxCVenGPR7-Gh_2T0bAcDsbHO7DBt7DB5MldWK8XF_SSq79av2rcTcDnVVvkT-1tXQI |
| linkToPdf | http://utb.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMw1V1Lb9QwEB5VRUJcKE9RKOADHBNlnXGyQeIAbVddyq4QYqXeQuzMXArbqpuKx7_ir_CLGMdOoSDUA-qBUw7RRI5nPI_km28AnhDz2GQ5JTrP8wRNiYmVMJrgWFtDmXbc83TP5sXeAl8dmIM1-Db0wnhYpa-hORBF9L7aH-7jlgdEnFwRS7HF1I_-TiWnNqNCR1zlPn35JFXb6vl0R1T8VOvJ7rvtvSQOFkicVGRdIiFfjy2yM1qipS2yxlWVLUpkyhrr_PrQWjbcunZUcGEo18wjbq0kE8ie60C8_pXCN3b6rpFsfub8dWYCph8x8Wscmob-tuxz4fAcWeofwaGPeJMN-D7sVQC6HKannU3d199oJP-rzbwB12P-rV6EA3MT1mh5CzaG2RYqurrbsJhR13jICqkZUbdSL09CA9Aztfu5-diP1VDbsX9VvQ1IY1qp7khN-38BEkWCjPrJJr26A4tLebm7sL48WtI9UFQSSjrZOFeJDJmqdb68Y26cdaXFTcDBEmoX-dn9mJAP9SjSuA6qqr2q6qiqTUjPxI4DQclFAtWvZlZ3_ZchDmNc6vwC2a3BJuvo60Qk87uEaMz9f3j0Y7j6ZmdSv57O9x_ANbmDPSBPb8F6d3JKDyX16-yj_rApeH_ZBvkDK9Vbpg |
| openUrl | ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info%3Asid%2Fsummon.serialssolutions.com&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.atitle=Metaverse+Meets+Branding%3A+Examining+Consumer+Responses+to+Immersive+Brand+Experiences&rft.jtitle=International+journal+of+human-computer+interaction&rft.au=Wongkitrungrueng%2C+Apiradee&rft.au=Suprawan%2C+Lokweetpun&rft.date=2024-06-02&rft.issn=1044-7318&rft.eissn=1532-7590&rft.volume=40&rft.issue=11&rft.spage=2905&rft.epage=2924&rft_id=info:doi/10.1080%2F10447318.2023.2175162&rft.externalDBID=n%2Fa&rft.externalDocID=10_1080_10447318_2023_2175162 |
| thumbnail_l | http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/lc.gif&issn=1044-7318&client=summon |
| thumbnail_m | http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/mc.gif&issn=1044-7318&client=summon |
| thumbnail_s | http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/sc.gif&issn=1044-7318&client=summon |