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Kim, MinChung
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dc.citation.conferencePlace KO -
dc.citation.conferencePlace Seoul, Lotte Hotel -
dc.citation.title 2023 Global Marketing Conference at Seoul - Lee, Jaehyun - Kim, MinChung - Kim, Yeolib - 2024-01-31T18:37:15Z - 2024-01-31T18:37:15Z - 2023-07-23 - 2023-07-21 -
dc.description.abstract 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. -
dc.identifier.bibliographicCitation 2023 Global Marketing Conference at Seoul -
dc.identifier.uri -
dc.identifier.url -
dc.publisher Global Alliance of Marketing & Management Associations -
dc.title Brand Exploration in Metaverse: Effects of Avatar Resemblance on Brand Attitude -
dc.type Conference Paper - 2023-07-20 -


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