{"title":"“Being” with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love","authors":"Maria Vernuccio, Sara Boccalini, Michela Patrizi","doi":"10.1016/j.jretconser.2024.104204","DOIUrl":null,"url":null,"abstract":"<div><div>This study examines brand experience within a virtual reality-based (VR) metaverse by proposing a model to understand the influence of telepresence and brand avatar social presence (BASP) on brand anthropomorphism (BA) and the relationship between BA and brand love. A survey of 349 Generation Z users on Roblox showed a positive impact of telepresence and BASP on BA, which fosters brand love. The findings highlight the unexpected and controversial moderating role of VR attitudes. This research contributes to the literature on VR perceptions and BA and offers valuable managerial insights into consumer–brand encounters in VR-based metaverses.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104204"},"PeriodicalIF":11.0000,"publicationDate":"2024-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing and Consumer Services","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0969698924005009","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This study examines brand experience within a virtual reality-based (VR) metaverse by proposing a model to understand the influence of telepresence and brand avatar social presence (BASP) on brand anthropomorphism (BA) and the relationship between BA and brand love. A survey of 349 Generation Z users on Roblox showed a positive impact of telepresence and BASP on BA, which fosters brand love. The findings highlight the unexpected and controversial moderating role of VR attitudes. This research contributes to the literature on VR perceptions and BA and offers valuable managerial insights into consumer–brand encounters in VR-based metaverses.
期刊介绍：
The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are:
Retailing and the sale of goods
The provision of consumer services, including transportation, tourism, and leisure.
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