DOI: 10.57019/jmv.1775586 ISSN: 2792-0232

Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds

Apiradee Wongkitrungrueng, Lokweetpun Suprawan
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Drawing from existing literature on virtual worlds and brand experience, this study investigates the complex and dynamic landscape of brand experiences in branded virtual worlds. Unlike prior research adopting the standard brand experience dimensions designed for the physical context or relying on platform characteristics and perceived value as the brand experience, this study used a qualitative approach to uncover brand experience dimensions specific to this context. Using a critical incident technique on a sample of 120 respondents, we discovered six dimensions: Sensory, Affective, Intellectual, Behavioral, Social, and Empowering, each with its own set of components. These fifteen components, including sensory coherence, negative and complex emotions, physical control, real-world actions, consumption empowerment, and lifestyle exploration, offer implications for designing branded virtual worlds that improve consumer engagement and brand outcomes in both the virtual and real worlds.

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