Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences

• Published in: International journal of human-computer interaction Vol. 40; no. 11; pp. 2905 - 2924
• Main Authors: Wongkitrungrueng, Apiradee, Suprawan, Lokweetpun
• Format: Journal Article
• Language: English
• Published: Norwood Taylor & Francis 02.06.2024; Lawrence Erlbaum Associates, Inc
• Subjects: Brand image; Empirical analysis; Virtual environments

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...