Enhancing Customer Experience: A Holistic Brand Strategy in the Metaverse

Authors

  • Xi Yao Wuhan University, China Author
  • Wenjiao Ren Wuhan University, China Author

DOI:

https://doi.org/10.63522/jabbs.101006

Keywords:

Brand experience; Brand strategy drivers; Experience value; Metaverse

Abstract

The metaverse, dubbed the “new version of the digital world,” promises to fundamentally transform how customers interact with brands. This study regards the metaverse brand experience as a strategic resource initiated by organizations and analyzes how organizations manage brand experiences through metaverse technologies. Based on interviews with eight managers from different firms and 45 articles related to metaverse brand strategy from two industry platforms, a three-faceted, holistic metaverse brand strategy framework emerges: metaverse brand strategy drivers differentiate between internal and external factors, routes to enhance brand experiences refer to stimulating customer-system and customer-customer interactions, and metaverse brand experience value explains the transformation of brand relationships. This study contributes to the literature on digital marketing by providing theoretical insights into metaverse-mediated brand experiences.

References

Ahn, S. J., Kim, J., & Kim, J. (2022). The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse. Journal of Advertising, 51(5), 592–607. https://doi.org/10.1080/00913367.2022.2111729 DOI: https://doi.org/10.1080/00913367.2022.2111729

Alexander, B., Blazquez, M., & Chrimes, C. (2025). Metaverse retailing and the customer experience journey: A case study approach. International Journal of Retail & Distribution Management, 53(4), 364–380. https://doi.org/10.1108/IJRDM-08-2024-0439 DOI: https://doi.org/10.1108/IJRDM-08-2024-0439

Alvarez-Milán, A., Felix, R., Rauschnabel, P. A., & Hinsch, C. (2018). Strategic customer engagement marketing: A decision making framework. Journal of Business Research, 92, 61–70. https://doi.org/10.1016/j.jbusres.2018.07.017 DOI: https://doi.org/10.1016/j.jbusres.2018.07.017

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 DOI: https://doi.org/10.1002/cb.2214

Barrera, K. G., & Shah, D. (2023). Marketing in the metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420. https://doi.org/10.1016/j.jbusres.2022.113420 DOI: https://doi.org/10.1016/j.jbusres.2022.113420

Bergner, A. S., Hildebrand, C., & Häubl, G. (2023). Machine talk: How verbal embodiment in conversational AI shapes consumer–brand relationships. Journal of Consumer Research, 50(4), 742–764. https://doi.org/10.1093/jcr/ucad014 DOI: https://doi.org/10.1093/jcr/ucad014

Bilgihan, A., Leong, A. M. W., Okumus, F., & Bai, J. (2024). Proposing a metaverse engagement model for brand development. Journal of Retailing and Consumer Services, 78, 103781. https://doi.org/10.1016/j.jretconser.2024.103781 DOI: https://doi.org/10.1016/j.jretconser.2024.103781

Bleize, D. N. M., & and Antheunis, M. L. (2019). Factors influencing purchase intent in virtual worlds: A review of the literature. Journal of Marketing Communications, 25(4), 403–420. https://doi.org/10.1080/13527266.2016.1278028 DOI: https://doi.org/10.1080/13527266.2016.1278028

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi. org/10.1509/jmkg.73.3.052 DOI: https://doi.org/10.1509/jmkg.73.3.052

Braun, V., & and Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa DOI: https://doi.org/10.1191/1478088706qp063oa

Caporusso, N. (2023). Generative Artificial Intelligence and the emergence of creative displacement anxiety: Review. Research in Psychology and Behavior, 3(1). https://doi.org/10. 53520/rdpb2023.10795 DOI: https://doi.org/10.53520/rdpb2023.10795

Cordova, J. V., & Scott, R. L. (2001). Intimacy: A behavioral interpretation. The Behavior Analyst, 24(1), 75–86. https://doi.org/10.1007/BF03392020 DOI: https://doi.org/10.1007/BF03392020

Crick, J. M. (2021). Qualitative research in marketing: What can academics do better? Journal of Strategic Marketing, 29(5), 390–429. https://doi.org/10.1080/0965254X.2020.1743738 DOI: https://doi.org/10.1080/0965254X.2020.1743738

Dincelli, E., & Yayla, A. (2022). Immersive virtual reality in the age of the metaverse: A hybrid-narrative review based on the technology affordance perspective. Journal of Strategic Information Systems, 31(2), 101717. https: // doi.org /10.1016/ j.jsis. 2022. 101717 DOI: https://doi.org/10.1016/j.jsis.2022.101717

Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., Cheung, C. M. K., Conboy, K., Doyle, R., Dubey, R., Dutot, V., Felix, R., Goyal, D. P., Gustafsson, A., Hinsch, C., Jebabli, I., … Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542. https: //doi.org /10.1016/ j.ijinfomgt. 2022. 10 2542 DOI: https://doi.org/10.1016/j.ijinfomgt.2022.102542

Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., Felix, R., Filieri, R., Flavian, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J., Krishen, A. S., … Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750–776. https://doi.org/10.1002/mar.21767 DOI: https://doi.org/10.1002/mar.21767

Eggenschwiler, M., Linzmajer, M., Roggeveen, A. L., & Rudolph, T. (2024). Retailing in the metaverse: A framework of managerial considerations for success. Journal of Retailing and Consumer Services, 79, 103791. https:// doi.org/ 10.1016/ j.jretconser. 2024.103791 DOI: https://doi.org/10.1016/j.jretconser.2024.103791

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126. https://doi.org/ 10.1016/j.jbusres.2016.05.001 DOI: https://doi.org/10.1016/j.jbusres.2016.05.001

Golf-Papez, M., Heller, J., Hilken, T., Chylinski, M., de Ruyter, K., Keeling, D. I., & Mahr, D. (2022). Embracing falsity through the metaverse: The case of synthetic customer experiences. Business Horizons, 65(6), 739–749. https://doi.org/10.1016/j.bushor.2022.07.007 DOI: https://doi.org/10.1016/j.bushor.2022.07.007

Hadi, R., Melumad, S., & Park, E. S. (2024). The Metaverse: A new digital frontier for consumer behavior. Journal of Consumer Psychology, 34(1), 142–166. https://doi.org/ 10. 1002/jcpy.1356 DOI: https://doi.org/10.1002/jcpy.1356

Hatane, S. E., Sondak, L., Tarigan, J., Kwistianus, H., & Sany, S. (2023). Eyeballing internal auditors’ and the firms’ intention to adopt metaverse technologies: Case study in Indonesia. Journal of Financial Reporting and Accounting, 22(2), 350–365. https://doi.org/10.1108 /JFRA-02-2023-0096 DOI: https://doi.org/10.1108/JFRA-02-2023-0096

Hilken, T., Chylinski, M., Keeling, D., Heller, J., de Ruyter, K., & Mahr, D. (2022). How to strategically choose or combine augmented and virtual reality for improved online experiential retailing. Psychology & Marketing, 39(3), 495–507. https://doi.org/10.1002/ mar. 21600 DOI: https://doi.org/10.1002/mar.21600

Holbrook, M., & Hirschman, E. (1982). The experiential aspects of consumption—consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140. https://doi.org/10.1086/208906 DOI: https://doi.org/10.1086/208906

Hollensen, S., Kotler, P., & Opresnik, M. O. (2022). Metaverse–the new marketing universe. Journal of Business Strategy, 44(3), 119–125. https://doi.org/10.1108/ JBS -01 -2022-0014 DOI: https://doi.org/10.1108/JBS-01-2022-0014

Hu, L., Olivieri, M., Giovannetti, M., & Cedrola, E. (2025). The retail strategies of luxury fashion firms in the metaverse: Enhancing brand experiences. Journal of Retailing and Consumer Services, 84, 104202. https://doi.org/10.1016/j.jretconser.2024.104202 DOI: https://doi.org/10.1016/j.jretconser.2024.104202

Huang, C.-C. (2017). The impacts of brand experiences on brand loyalty: Mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/ 10.1108/ MD-10-2015 - 0465 DOI: https://doi.org/10.1108/MD-10-2015-0465

Joel-Edgar, S., Chowdhury, S., Nagy, P., & Ren, S. (2025). Virtual influencers in social media versus the metaverse: Mind perception, blame judgements and brand trust. Journal of Business Research, 189, 115139. https://doi.org/10.1016/j.jbusres.2024.115139 DOI: https://doi.org/10.1016/j.jbusres.2024.115139

Jung, J., Yu, J., Seo, Y., & Ko, E. (2021). Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows. Journal of Business Research, 130, 517–524. https:// doi.org/10.1016/j.jbusres.2019.10.038 DOI: https://doi.org/10.1016/j.jbusres.2019.10.038

Kahn, K. B. (2018). Understanding innovation. Business Horizons, 61(3), 453–460. https://doi.org/10.1016/j.bushor.2018.01.011 DOI: https://doi.org/10.1016/j.bushor.2018.01.011

Ki, C.-W., Chong, S. M., Aw, E. C.-X., Lam, M. M.-L., & Wong, C. W. Y. (2025). Metaverse consumer behavior: Investigating factors driving consumer participation in the transitory metaverse, avatar personalization, and digital fashion adoption. Journal of Retailing and Consumer Services, 82, 104094. https://doi.org/10.1016/j.jretconser.2024.104094 DOI: https://doi.org/10.1016/j.jretconser.2024.104094

Kiger, M. E., & and Varpio, L. (2020). Thematic analysis of qualitative data: AMEE Guide No. 131. Medical Teacher, 42(8), 846–854. https://doi.org/10.1080/0142159X.2020.1755030 DOI: https://doi.org/10.1080/0142159X.2020.1755030

Kim, D. Y., Lee, H. K., & Chung, K. (2023). Avatar-mediated experience in the metaverse: The impact of avatar realism on user-avatar relationship. Journal of Retailing and Consumer Services, 73, 103382. https://doi.org/10.1016/j.jretconser.2023.103382 DOI: https://doi.org/10.1016/j.jretconser.2023.103382

Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141–144. https: //doi.org/ 10.1080/ 15252019. 2021.2001273 DOI: https://doi.org/10.1080/15252019.2021.2001273

Kniazeva, M., Aiello, G., Dasmi, C., Mazzoli, V., Nechaeva, O., & Syed, F. U. (2024). Why fashion brands enter the metaverse: Exploring the motivations of fast fashion and luxury fashion brands. Journal of Global Fashion Marketing, 15(1), 62–89. https://doi.org/ 10. 1080/20932685.2023.2269952 DOI: https://doi.org/10.1080/20932685.2023.2269952

Koohang, A., Nord, J. H., Ooi, K.-B., Tan, G. W.-H., Al-Emran, M., Aw, E. C.-X., Baabdullah, A. M., Buhalis, D., Cham, T.-H., Dennis, C., Dutot, V., Dwivedi, Y. K., Hughes, L., Mogaji, E., Pandey, N., Phau, I., Raman, R., Sharma, A., Sigala, M., … Wong, L.-W. (2023). Shaping the metaverse into Reality: A holistic multidisciplinary understanding of opportunities, challenges, and avenues for future investigation. Journal of Computer Information Systems, 63(3), 735–765. https://doi.org/10.1080/08874417.2023.2165197 DOI: https://doi.org/10.1080/08874417.2023.2165197

Koronaki, E., Vlachvei, A., & Panopoulos, A. (2023). Managing the online customer experience and subsequent consumer responses across the customer journey: A review and future research agenda. Electronic Commerce Research and Applications, 58, 101242. https://doi.org/10.1016/j.elerap.2023.101242 DOI: https://doi.org/10.1016/j.elerap.2023.101242

Kostyk, A., Cowan, K., Dessart, L., & Schyns, M. (2024). Memories of tourism brands in virtual reality. Annals of Tourism Research, 109, 103824. https://doi.org/ 10.1016/ j.annals. 2024.103824 DOI: https://doi.org/10.1016/j.annals.2024.103824

Kshetri, N. (2022). Web 3.0 and the metaverse shaping organizations’ brand and product strategies. IT Professional, 24(2), 11–15. https://doi.org/10.1109/MITP.2022.3157206 DOI: https://doi.org/10.1109/MITP.2022.3157206

Kumar, R., Aneja, P., Jadaun, R., Kiran, P. B. N., Saxena, N., Saxena, S., Singh, P. K., & Painoli, A. K. (2025). Metaverse marketing: A review and future research agenda. Information Discovery and Delivery. https://doi.org/10.1108/IDD-05-2024-0066 DOI: https://doi.org/10.1108/IDD-05-2024-0066

Kumar, V., & Kaushik, A. K. (2020). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(1), 39–59. https://doi. org/10.1080/0965254X.2018.1482945 DOI: https://doi.org/10.1080/0965254X.2018.1482945

Lee, C. T., Ho, T.-Y., & Xie, H.-H. (2023). Building brand engagement in metaverse commerce: The role of branded non-fungible toekns (BNFTs). Electronic Commerce Research and Applications, 58, 101248. https://doi.org/10.1016/j.elerap.2023.101248 DOI: https://doi.org/10.1016/j.elerap.2023.101248

McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 31(3), 29–42. https://doi.org/10.1080/ 00913367. 2002. 1067 3674 DOI: https://doi.org/10.1080/00913367.2002.10673674

Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook, 2nd ed. Sage Publications, Inc. https://books.google.co.kr/books?id=O3WZL-33_zYC

Mogaji, E., Wirtz, J., Belk, R. W., & Dwivedi, Y. K. (2023). Immersive time (ImT): Conceptualizing time spent in the metaverse. International Journal of Information Management, 72, 102659. https://doi.org/10.1016/j.ijinfomgt.2023.102659 DOI: https://doi.org/10.1016/j.ijinfomgt.2023.102659

Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14(5), 410–421. https://doi.org/ 10.1057/palgrave.bm.2550080 DOI: https://doi.org/10.1057/palgrave.bm.2550080

Motta-Filho, M. A. (2021). Brand experience manual: Bridging the gap between brand strategy and customer experience. Review of Managerial Science, 15(5), 1173–1204. https://doi. org/10.1007/s11846-020-00399-9 DOI: https://doi.org/10.1007/s11846-020-00399-9

Park, H., & Lim, R. E. (2023). Fashion and the metaverse: Clarifying the domain and establishing a research agenda. Journal of Retailing and Consumer Services, 74, 103413. https://doi.org/10.1016/j.jretconser.2023.103413 DOI: https://doi.org/10.1016/j.jretconser.2023.103413

Patil, K. P., Paul, J., Bharathi, S. V., & Pramod, D. (2025). Unveiling the metaverse retail environments: Understanding consumer gratifications and buying behavior. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-07-2024-0326 DOI: https://doi.org/10.1108/JRIM-07-2024-0326

Payal, R., Sharma, N., & Dwivedi, Y. K. (2024). Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing pre-adoption behavior in a futuristic technology platform. Electronic Commerce Research and Applications, 65, 101381. https://doi.org/10.1016/j.elerap.2024.101381 DOI: https://doi.org/10.1016/j.elerap.2024.101381

Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496 DOI: https://doi.org/10.1362/026725799784870496

Shankar, A., Gupta, R., Kumar, A., Biswas, B., & Rathore, B. (2025). Exploring the adoption of enterprise metaverse in Business-to-Business (B2B) organisations. Industrial Marketing Management, 124, 224–238. https://doi.org/ 10.1016/ j.indmarman. 2024. 11.017 DOI: https://doi.org/10.1016/j.indmarman.2024.11.017

Sharma, N., & Dutta, N. (2023). Omnichannel retailing: Exploring future research avenues in retail marketing and distribution management. International Journal of Retail & Distribution Management, 51(7), 894–919. https://doi.org/10.1108/ IJRDM -05 - 2022-0166 DOI: https://doi.org/10.1108/IJRDM-05-2022-0166

Shi, S., Leung, W. K. S., & Munelli, F. (2022). Gamification in OTA platforms: A mixed-methods research involving online shopping carnival. Tourism Management, 88, 104426. https: //doi.org/10.1016/j.tourman.2021.104426 DOI: https://doi.org/10.1016/j.tourman.2021.104426

Shteynberg, G. (2015). Shared attention. Perspectives on Psychological Science, 10(5), 579–590. https://doi.org/10.1177/1745691615589104 DOI: https://doi.org/10.1177/1745691615589104

Sidorenko-Bautista, P., Castillo-Abdul ,Bárbara, Herranz-de-la-Casa, José-María, & and Abellán-Hernández, M. (2025). Marketing, advertising, and branding in Fortnite: How do brands and companies connect today to audiences through the metaverse? Cogent Social Sciences, 11(1), 2458058. https://doi.org/10.1080/23311886.2025.2458058 DOI: https://doi.org/10.1080/23311886.2025.2458058

Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175–184. https://doi.org/10.1016/j.jbusres.2017.12.050 DOI: https://doi.org/10.1016/j.jbusres.2017.12.050

Smith, J. B., & and Colgate, M. (2007). Customer value creation: A practical framework. Journal of Marketing Theory and Practice, 15(1), 7–23. https://doi.org/ 10.2753/ MTP 10 69-6679150101 DOI: https://doi.org/10.2753/MTP1069-6679150101

Sprott, D. E., Hollebeek, L. D., Sigurdsson, V., Clark, M. K., & Urbonavicius, S. (2025). Avatars’ phygital social presence in the metaverse: An engaged theory perspective. Psychology & Marketing. https://doi.org/10.1002/mar.22191 DOI: https://doi.org/10.1002/mar.22191

Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93(2), 119–135. https://doi.org/10.1037/0033-295X.93.2.119 DOI: https://doi.org/10.1037//0033-295X.93.2.119

Sung, E. (2021). The effects of augmented reality mobile app advertising: Viral marketing via shared social experience. Journal of Business Research, 122, 75–87. https://doi.org/10. 1016/j.jbusres.2020.08.034 DOI: https://doi.org/10.1016/j.jbusres.2020.08.034

Suri, H. (2011). Purposeful sampling in qualitative research synthesis. Qualitative Research Journal, 11(2), 63–75. https://doi.org/10.3316/QRJ1102063 DOI: https://doi.org/10.3316/QRJ1102063

Trabelsi-Zoghlami, A., & Touzani, M. (2019). How real are virtual experiences? For a better understanding of virtual experiences and their impact on consumers’ real life. European Journal of Marketing, 53(8), 1612–1636. https://doi.org/10.1108/EJM-10-2017-0776 DOI: https://doi.org/10.1108/EJM-10-2017-0776

Varpio, L., Ajjawi, R., Monrouxe, L. V., O’Brien, B. C., & Rees, C. E. (2017). Shedding the cobra effect: Problematising thematic emergence, triangulation, saturation and member checking. Medical Education, 51(1), 40–50. https://doi.org/10.1111/medu.13124 DOI: https://doi.org/10.1111/medu.13124

Yoo, K., Welden, R., Hewett, K., & Haenlein, M. (2023). The merchants of meta: A research agenda to understand the future of retailing in the metaverse. Journal of Retailing, 99(2), 173–192. https://doi.org/10.1016/j.jretai.2023.02.002 DOI: https://doi.org/10.1016/j.jretai.2023.02.002

Zhao, Y., Jiang, J., Chen, Y., Liu, R., Yang, Y., Xue, X., & Chen, S. (2022). Metaverse: Perspectives from graphics, interactions and visualization. Visual Informatics, 6(1), 56–67. https://doi.org/10.1016/j.visinf.2022.03.002 DOI: https://doi.org/10.1016/j.visinf.2022.03.002

Zheng, W., Yang, B., & McLean, G. N. (2010). Linking organizational culture, structure, strategy, and organizational effectiveness: Mediating role of knowledge management. Journal of Business Research, 63(7), 763–771. https://doi.org/10.1016/j.jbusres.2009.06.005 DOI: https://doi.org/10.1016/j.jbusres.2009.06.005

Downloads

Published

2025-06-20

Issue

Section

Articles

How to Cite

Yao, X., & Ren, W. (2025). Enhancing Customer Experience: A Holistic Brand Strategy in the Metaverse. Journal of Applied Business & Behavioral Sciences, 1(1), 118-139. https://doi.org/10.63522/jabbs.101006