Enhancing eudaimonic well-being through brand experiences in the VR-based metaverse: implications for brand-self connection and brand love DOI
Sara Boccalini, Michela Patrizi, Maria Vernuccio

et al.

Journal of Product & Brand Management, Journal Year: 2025, Volume and Issue: unknown

Published: April 29, 2025

Purpose This study aims to investigate how brands can enhance eudaimonic well-being by leveraging perceived immersion within virtual reality (VR)-based metaverse environments. The further explores whether fosters brand–self connection and brand love. moderating effect of ease use VR technology on the relationship between is examined. Design/methodology/approach Data were collected through a survey involving 367 young adults from Generation Z after their participation in experience Roblox’s VR-based via Oculus Quest 2. data analyzed structural equation modeling with LISREL 8.80 SPSS software. Findings results indicate that positively influences during enhances both Brand–self love, whereas moderates well-being. Originality/value research sits at intersection positive psychology branding literature, offering novel perspective emerges experiences metaverse. Through lens self-determination theory acceptance model, effects moderation are examined empirical observation. Furthermore, an investigation shapes key relational outcomes, such as performed, providing deeper insights into psychological processes drive consumer–brand responses.

Language: Английский

Enhancing eudaimonic well-being through brand experiences in the VR-based metaverse: implications for brand-self connection and brand love DOI
Sara Boccalini, Michela Patrizi, Maria Vernuccio

et al.

Journal of Product & Brand Management, Journal Year: 2025, Volume and Issue: unknown

Published: April 29, 2025

Purpose This study aims to investigate how brands can enhance eudaimonic well-being by leveraging perceived immersion within virtual reality (VR)-based metaverse environments. The further explores whether fosters brand–self connection and brand love. moderating effect of ease use VR technology on the relationship between is examined. Design/methodology/approach Data were collected through a survey involving 367 young adults from Generation Z after their participation in experience Roblox’s VR-based via Oculus Quest 2. data analyzed structural equation modeling with LISREL 8.80 SPSS software. Findings results indicate that positively influences during enhances both Brand–self love, whereas moderates well-being. Originality/value research sits at intersection positive psychology branding literature, offering novel perspective emerges experiences metaverse. Through lens self-determination theory acceptance model, effects moderation are examined empirical observation. Furthermore, an investigation shapes key relational outcomes, such as performed, providing deeper insights into psychological processes drive consumer–brand responses.

Language: Английский

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