Merchandising/Marketing/Retailing: Branding

How The Existence Of Luxury Brands' Digital Fashion In A Metaverse Influence Consumers' Perception Of Luxury Brands

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Abstract

As online consumer behavior shifts, the Metaverse emerges as a buzzword, particularly for luxury brands seeking new dimensions. Vitual fashion, NFTs, and blockchain technology in the Metaverse redefine brand-consumer interactions. This study aims to explore the impact of luxury brands in the Metaverse with a focus on brand engagement and loyalty. It introduces a conceptual model based on Social Presence Theory, proposing hypotheses that link the accessibility, media richness, and brand image of luxury brands in the Metaverse to consumer engagement and loyalty. The findings anticipate a potential transformation in luxury brand accessibility, urging further exploration into the ensuing implications for brand engagement and loyalty.

Keywords: Digital fashion, Metaverse, Consumer perceptions, Brand engagement, Brand loyalty, Digital transformation, Virtual experiences, Luxury brands

How to Cite:

Zhou, M. & Liu, C., (2024) “How The Existence Of Luxury Brands' Digital Fashion In A Metaverse Influence Consumers' Perception Of Luxury Brands”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17392