The effect of brand love on the electronic word-of-mouth and repurchase intention

Çelik, Süleyman Utku; Topuz, Yusuf Volkan

doi:10.1504/ijemr.2021.118301

Cited by 6 publications

(1 citation statement)

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“…Prior studies have also posited that gamification activities help in predicting brand love (Hsu & Chen, 2018a; Torres et al, 2022; Çelikkol, 2022), and brand love is one of the significant predictors in measuring consumer‐based brand equity (Rather et al, 2022; Nawaz et al, 2020; Machado et al, 2019). In the context of a virtual environment, having a strong positive and passionate association with a brand in the Metaverse while using the brand's virtually wearable assets motivates consumers to build and maintain a long‐lasting relationship with that brand (Mogaji et al, 2023).…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Arya

Sambyal

Sharma

et al. 2023

J of Consumer Behaviour

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Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the role of a “gamification of marketing activities” and its influence on consumer‐based brand equity for intangible products (NFTs) in the Metaverse and examine the mediating role of consumers' brand engagement and brand love. To evaluate the conceptual model based on the cross‐cultural data from two emerging countries in Asia and Africa, the study followed a two‐stage, hybrid mechanism using PLS‐SEM and neural network modeling. This study provides insights into the Metaverse–a new taxonomy of technology, in the context of embodiment, presence of AVATAR, and interactivity in the virtual world, supported by the social exchange theory. This study also suggests practitioners focus on brand authenticity while projecting their brand in the Metaverse.

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