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Assessing the value of real-life brands in Virtual Worlds

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  • Barnes, Stuart J.
  • Mattsson, Jan
  • Hartley, Nicole

Abstract

Virtual Worlds are a significant new market environment for brand-building through experiential customer service interactions. Using value theory, this paper aims to assess the experiential brand value of real-life brands that have moved to the Virtual World of Second Life. A key premise is that current brand offerings in Virtual Worlds do not offer consumers adequate experiential value. The results demonstrate both the validity of an axiological approach to examining brand value, and highlight significant problems in consumer perceptions of the experiential value of brands within the Virtual World. A key finding is the difficulty in creating emotional brand value in Second Life which has serious implications for the sustainability of current real-life brands in Virtual Worlds. The paper rounds off with conclusions and implications for future research and practice in this very new area.

Suggested Citation

  • Barnes, Stuart J. & Mattsson, Jan & Hartley, Nicole, 2015. "Assessing the value of real-life brands in Virtual Worlds," Technological Forecasting and Social Change, Elsevier, vol. 92(C), pages 12-24.
    • Handle: RePEc:eee:tefoso:v:92:y:2015:i:c:p:12-24
    DOI: 10.1016/j.techfore.2014.10.017
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    References listed on IDEAS

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    Cited by:

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    6. Jaung, Wanggi, 2022. "Digital forest recreation in the metaverse: Opportunities and challenges," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    7. Tsai, Yuan-Hui & Lin, Chieh-Peng & Ma, Hwa-Chun & Wang, Rong-Tsu, 2015. "Modeling corporate social performance and job pursuit intention: Forecasting the job change of professionals in technology industry," Technological Forecasting and Social Change, Elsevier, vol. 99(C), pages 14-21.
    8. Divakaran, Pradeep Kumar Ponnamma, 2017. "The netnographic method as early warning: Linking antecedents of pre-release behavior of technology-enabled community to future market trends," Technological Forecasting and Social Change, Elsevier, vol. 125(C), pages 245-257.
    9. Lama Halwani, 2021. "The Online Experience of Luxury Consumers: Insight into Motives and Reservations," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(11), pages 157-157, July.
    10. Park, Hyejune & Lim, Rachel Esther, 2023. "Fashion and the metaverse: Clarifying the domain and establishing a research agenda," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    11. Barnes, Stuart J. & Pressey, Andrew D., 2016. "Cyber-mavens and online flow experiences: Evidence from virtual worlds," Technological Forecasting and Social Change, Elsevier, vol. 111(C), pages 285-296.

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