Research Article

Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds

Number: 6 July 31, 2026

Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds

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.

Keywords

Ethical Statement

In this article, the principles of scientific research and publication ethics were followed. This research complies with ethical standards approved by the Mahidol University Central Institutional Review Board (protocol number: MU-CIRB 2022/066.1803). The original ethics approval was granted on April 18, 2022, and the amendment was approved on March 15, 2023.

References

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  3. Arya, V., Sambyal, R., Sharma, A., & Dwivedi, Y. K. (2024). Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world. Journal of Consumer Behaviour, 23(2), 556–585. https://doi.org/10.1002/cb.2214
  4. Mansoor, S., Rahman, S. M., & Bowden, J. L.-H. (2024). Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience. Journal of Consumer Behaviour, 23(5), 2501–2552. https://doi.org/10.1002/cb.2353
  5. Jiang, Q., Kim, M., Ko, E., & Kim, K. H. (2023). The metaverse experience in luxury brands. Asia Pacific Journal of Marketing and Logistics, 35(10), 2501–2520. https://doi.org/10.1108/APJML-09-2022-0752
  6. Yu, X., Cheng, X., Kim, K. H., & Wang, H. (2024). Exploring the brand experience in the metaverse under the perspective of technology acceptance model. Asia Pacific Journal of Marketing and Logistics. Advance online publication. https://doi.org/10.1108/APJML-10-2023-0952
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Details

Primary Language

English

Subjects

Marketing (Other)

Journal Section

Research Article

Publication Date

July 31, 2026

Submission Date

September 3, 2025

Acceptance Date

July 29, 2026

Published in Issue

Year 2026 Number: 6

APA
Wongkitrungrueng, A., & Suprawan, L. (2026). Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds. Journal of Metaverse, 6, 177-188. https://izlik.org/JA86AX35YY
AMA
1.Wongkitrungrueng A, Suprawan L. Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds. JMv. 2026;(6):177-188. https://izlik.org/JA86AX35YY
Chicago
Wongkitrungrueng, Apiradee, and Lokweetpun Suprawan. 2026. “Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds”. Journal of Metaverse, nos. 6: 177-88. https://izlik.org/JA86AX35YY.
EndNote
Wongkitrungrueng A, Suprawan L (July 1, 2026) Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds. Journal of Metaverse 6 177–188.
IEEE
[1]A. Wongkitrungrueng and L. Suprawan, “Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds”, JMv, no. 6, pp. 177–188, July 2026, [Online]. Available: https://izlik.org/JA86AX35YY
ISNAD
Wongkitrungrueng, Apiradee - Suprawan, Lokweetpun. “Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds”. Journal of Metaverse. 6 (July 1, 2026): 177-188. https://izlik.org/JA86AX35YY.
JAMA
1.Wongkitrungrueng A, Suprawan L. Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds. JMv. 2026;:177–188.
MLA
Wongkitrungrueng, Apiradee, and Lokweetpun Suprawan. “Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds”. Journal of Metaverse, no. 6, July 2026, pp. 177-88, https://izlik.org/JA86AX35YY.
Vancouver
1.Apiradee Wongkitrungrueng, Lokweetpun Suprawan. Metaverse Magic: Unveiling Brand Experiences in Branded Virtual Worlds. JMv [Internet]. 2026 Jul. 1;(6):177-88. Available from: https://izlik.org/JA86AX35YY

Journal of Metaverse
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Izmir Academy Association
www.izmirakademi.org


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