File Download

There are no files associated with this item.

  • Find it @ UNIST can give you direct access to the published full text of this article. (UNISTARs only)
Related Researcher


Kim, MinChung
Read More

Views & Downloads

Detailed Information

Cited time in webofscience Cited time in scopus
Metadata Downloads

Brand Exploration in Metaverse: Effects of Avatar Resemblance on Brand Attitude

Lee, JaehyunKim, MinChungKim, Yeolib
Issued Date
2023 Global Marketing Conference at Seoul
Recently, the metaverse (i.e., a virtual world with avatar interaction) has been widely used as a marketing tool in various fields to enhance user engagement. However, few studies have examined the effects of avatar-self resemblance on user attitude and intention in the metaverse. In this sense, this study examines the mechanism by which avatar-self resemblance influences brand attitude and virtual item purchase intentions in the brand-oriented metaverse. In particular, we identify the role of virtual item purchase intention as a mediator and the number of concurrent users as a moderator. The main venue for the experiment is Zepeto’s ‘Ralph Lauren brand world.’ This research provides several implications. Theoretically, this study complements the adoption of the metaverse as a virtual technology in the marketing field. As a practical implication, this study also provides marketing managers with valuable insights for designing an effective brand-oriented metaverse.
Global Alliance of Marketing & Management Associations


Items in Repository are protected by copyright, with all rights reserved, unless otherwise indicated.