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Journals / Journal of Metaverse / 2026 / Issue: 6

Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds

Apiradee Wongkitrungrueng(Mahidol University)0000-0003-2392-4540
Lokweetpun Suprawan(Mahidol University)0000-0002-3144-075X
Pages
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Publication Date
2026-07-31
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

These fifteen components, including sensory coherence, negative and complex emotions, physical control, real-world actions, consumption empowerment, and lifestyle exploration, offer implications for designing branded virtual worlds that improve consumer engagement and brand outcomes in both the virtual and real worlds.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Drawing from existing literature on virtual worlds and brand experience, this study investigates the complex and dynamic landscape of brand experiences in branded virtual worlds.
📊
Key Findings & Data:Using a critical incident technique on a sample of 120 respondents, we discovered six dimensions: Sensory, Affective, Intellectual, Behavioral, Social, and Empowering, each with its own set of components.
💡
Conclusion & Impact:These fifteen components, including sensory coherence, negative and complex emotions, physical control, real-world actions, consumption empowerment, and lifestyle exploration, offer implications for designing branded virtual worlds that improve consumer engagement and brand outcomes in both the virtual and real worlds.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Virtual world · Metaverse · Virtual brand experience

Abstract

Drawing from existing literature on virtual worlds and brand experience, this study investigates the complex and dynamic landscape of brand experiences in branded virtual worlds. Unlike prior research adopting the standard brand experience dimensions designed for the physical context or relying on platform characteristics and perceived value as the brand experience, this study used a qualitative approach to uncover brand experience dimensions specific to this context. Using a critical incident technique on a sample of 120 respondents, we discovered six dimensions: Sensory, Affective, Intellectual, Behavioral, Social, and Empowering, each with its own set of components. These fifteen components, including sensory coherence, negative and complex emotions, physical control, real-world actions, consumption empowerment, and lifestyle exploration, offer implications for designing branded virtual worlds that improve consumer engagement and brand outcomes in both the virtual and real worlds.

🔖

Cite This Article

Wongkitrungrueng, A., Suprawan, L. (2026). Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds. Journal of Metaverse, Issue: 6. https://doi.org/10.57019/jmv.1775586

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