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| Tekijä: | Barnes, S.J. Mattsson, J. |
| Otsikko: | Exploring the fit of real brands in the Second Life virtual world |
| Lehti: | Journal of Marketing Management
2011 : AUG, VOL. 27:9-10, p. 934-958 |
| Asiasana: | brand names consumers virtual reality internet surveys |
| Kieli: | eng |
| Tiivistelmä: | Online virtual worlds are quickly achieving recognition as an important new channel for marketing and brand building. This article investigates the brand value of real-life brands that have moved to the virtual world of Second Life. Using axiology, we evaluate the real-life brands' value in the virtual world and test an exploratory model of brand fit to the virtual world. While category fit is an established construct, channel extension fit represents a new variable developed particularly to help explain brand transference to the new context. Data were collected in two phases: in Second Life via automated avatar survey bots and via a Web survey. 211 matched responses were collected and tested using partial least squares method, strongly supporting the overall research model. Virtual-world brand value is largely determined by extension attitudes driven by an assessment of how the category of the real-life brand offerings fit in the virtual world and how the real-life brand offerings fit with the three-dimensional virtual-world channel where they have emerged. This suggests that organisations have to carefully analyze not only the nature of existing brand offerings before entering the virtual world, but also if the new channel is indeed a suitable channel to be embarking on branding activities. Clear implications are also achieved for branding activities in other social media. The article rounds off with a discussion, suggestions for practice and future research, limitations, and conclusions. |
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