Assessing the value of real-life brands in Virtual Worlds

Barnes, Stuart J., Mattson, Jan and Hartley, Nicole (2015) Assessing the value of real-life brands in Virtual Worlds. Technological Forecasting and Social Change, 92 12-24. doi:10.1016/j.techfore.2014.10.017

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Author Barnes, Stuart J.
Mattson, Jan
Hartley, Nicole
Title Assessing the value of real-life brands in Virtual Worlds
Journal name Technological Forecasting and Social Change   Check publisher's open access policy
ISSN 0040-1625
Publication date 2015-01-01
Sub-type Article (original research)
DOI 10.1016/j.techfore.2014.10.017
Volume 92
Start page 12
End page 24
Total pages 13
Place of publication New York, NY, United States
Publisher Elsevier
Language eng
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.
Keyword Virtual worlds
Brand value
Brand experiences
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 7 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 8 times in Scopus Article | Citations
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Created: Tue, 09 Dec 2014, 20:51:01 EST by Karen Morgan on behalf of UQ Business School