Unpacking Dimensions of Metaverse Platforms to Enhance Immersive Experience and Brand Engagement Among Consumers

The physical environment of airports plays a crucial role in improving travelers’ perceptions and well-being. Adopting a green physical environment may elicit customers’ cognitive and emotional responses and provide a convenient consumption environment. Brand experience and engagement are other important consumer–firm interactions that influence the attributes of the passengers’ well-being. The current study sought to assess the impact of the eco-design of buildings, brand experience and engagement on the well-being of travelers at an international airport in Saudi Arabia. Additionally, the current study investigated the possible effects of eco-design on airport experience and engagement. The results of the structural equation modeling analysis revealed that the eco-design of airport buildings was independently associated with passengers’ well-being and brand engagement, but not with brand experience. Additionally, well-being was significantly predicted by brand engagement and experience. Airport managers are advised to adopt an internal eco-design to help promote passengers’ connection with the brand and improve their well-being, which would eventually be reflected in their behavioral attributes and decision-making.

PurposeThe purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context.Design/methodology/approachTo achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed.FindingsBoth brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment).Research limitations/implicationsThis paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context.Practical implicationsMarketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect.Originality/valueBrand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

IntroductionAs digital platforms increasingly shape consumer behavior, understanding the factors that drive customer loyalty has become a critical area of research. This study examines the role of Perceived Brand Ethics (PBE), Trust, and Customer Experience (CX) in fostering Brand Engagement (BE) and their subsequent effect on Loyalty within the e-commerce, food delivery, and transportation sectors.MethodsUsing a cross-sectional survey of 1,032 users of Mercado Libre, Rappi, and Uber in Colombia, an emerging economy, data was analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multigroup Analysis (PLS-MGA) to test the proposed hypotheses.ResultsResults confirm that PBE significantly influences Trust and CX, enhancing consumer perceptions and impacting BE through different pathways. While CX strongly predicts BE, Trust does not directly affect engagement. Additionally, BE demonstrates a robust effect on Loyalty, underscoring the importance of emotional connections in digital consumer relationships. Platform-specific differences highlight variations in these relationships across service categories.DiscussionThis study contributes to the literature by integrating ethical perceptions into engagement and loyalty models while offering managerial implications for digital platforms seeking to strengthen customer relationships through ethical transparency, experience optimization, and engagement strategies. These findings provide actionable insights for enhancing and sustaining competitive advantage in digital platforms.

Researchers have focused on the explanation that consumers buy luxury brands ‘to impress others’ (Tsai, 2005; O’Cass & Frost, 2002; Wiedmann, Hennigs, & Siebels, 2009). Marketers have designed branding strategies that reflect the idea that consumer purchasing is affected by an internal drive to create a favorable social image (Tsai, 2005). However, researchers exploring customer perceptions of and motives for purchasing luxury brands have suggested that socially-oriented motives are insufficient explanations for luxury brand consumption (Wiedmann et al., 2009). These researchers stress that personally-oriented motives have been overlooked in the marketing management of luxury brands. Additionally, empirical research focusing on personal motives is comparatively scarce (Tsai, 2005; Wiedmann et al., 2009). Our study attempted to address this research void by identifying personal luxury values U.S. consumers’ associated with their fashion brand consumption. Specific research questions examined were:...

In the past decade, as more and more passengers choose to fly on trips, China’s airport infrastructure construction has achieved world-renowned achievements. Despite the growing opportunities and demands for using brand research to assist airport industry services in improving, few studies have investigated the impact of service quality in terminal facilities on brand due to the diversity of service. This study uses structural equation models based on empirical research to explore the impact of facility service quality, including processing facility and non-processing facility, on airport brand experience and passenger satisfaction. This study also aims to assess the mediating effect of brand engagement on the relationship between facility service quality, brand experience, and passenger satisfaction. At the same time, this study also uses importance–performance map analysis (IPMA) to find specific items influencing brand engagement. The sampling method used a random sampling approach, with a total of 186 questionnaires distributed at Shanghai Pudong International Airport for data analysis. The results show that airport facility service quality is significant for brand engagement and experience, as well as for satisfaction, especially for processing facilities. In addition, the IPMA results show that facility services involved in the check-in process is of high importance, which requires more attention from managers. Overall, the findings of this study extend the understanding of service quality, brand engagement, brand experience, and passenger satisfaction in the context of an international airport, and they offer implications for Shanghai Pudong International Airport regarding the improvement of its facilities and brand.

PurposeThis research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty.Design/methodology/approachA large online consumer panel was used to conduct an online survey of 381 consumers. Partial least squares structural equation modeling was adopted for hypothesis testing.FindingsThe study's outcomes indicated that (1) perceived interactivity and perceived openness positively influence social media brand communication, (2) social media brand communication and engagement are positive determinants for consumer empowerment and parasocial interactions, (3) consumer empowerment and parasocial interactions positively influence willingness to pay a premium and (4) parasocial interactions (but not consumer empowerment) positively influence brand loyalty.Research limitations/implicationsThe study offers significant theoretical implications by unraveling the mechanism of social media marketing for luxury brands, which is under-researched in the current literature. More specifically, the study reveals the process of how social media brand communication and engagement reinforce luxury brand outcomes through parasocial interactions and consumer empowerment. In addition, the study provides empirical evidence to delineate the role of interactivity and openness in enhancing social media brand communication. Moreover, the study extends past research that emphasized initial adoption outcomes such as attitude and purchase intention by probing luxury brand loyalty and willingness to pay a premium.Practical implicationsBy effectively strategizing social media marketing, luxury brand marketers can promote brand loyalty and willingness to pay a premium. Luxury brand marketers should concentrate on establishing parasocial interaction with consumers by designing optimal social media brand communication and engagement. To this end, luxury brand marketers should consider integrating the elements of interactivity and openness in their communication with consumers.Originality/valueThe study offers valuable insights for luxury brand marketers aiming to capitalize on the potential of social media marketing to enhance their revenue generation and customer retention. The study advances past luxury branding research by validating the role of consumer empowerment and parasocial interactions in luxury brands' social media marketing.

Brand experience has received attention from scholars and researchers, especially in experiential marketing and management. Due to the high market competition and sustainability branding trends, hotel brands need to improve and enhance their hotel services to meet customers’ expectations and retain their engagement and loyalty to the brand. This study explores the relationships between hotel services (servicescape and employee service), brand experience (internal and behavioral responses), brand engagement, and brand loyalty. Web-based and paper-based surveys were used to collect data from the customers who have experienced hotel services in Vietnam. A total of 390 responses were used and analyzed by AMOS. The results show that there are positive relationships between hotel services, internal responses, and brand engagement. In addition, the moderating effects of brand loyalty on the relationship between brand experience and brand engagement were found. Although prior studies have been conducted in the servicescape and employee service fields, there remains less empirical research addressing the relationships between hotel services and brand experience. In addition, the examination of brand loyalty playing a moderator in the relationship between brand experience and brand engagement has not been adequately explored, so this study contributes to the brand loyalty literature.

Purpose This study aims to comprehend the impact of omnichannel strategies and customer experience on brand engagement in the banking sector. Design/methodology/approach The self-determination theory (SDT) is applied to validate its effects on omnichannel perception, customer experience and brand engagement. A quantitative research approach was employed to gather comprehensive insights, using a structured questionnaire to survey 2029 bank users in five countries: Argentina, Brazil, Spain, Mexico and the United States. Findings Research confirms the positive impact of omnichannel perception and customer experience on brand engagement. Noteworthy patterns between Brazil and Argentina reveal similarities in brand engagement behavior, with Brazil standing out as a performer. Originality/value The study emphasizes the critical importance of integrating multiple channels to optimize user experience and increase brand engagement in the banking sector. The application of SDT provides a valuable framework for understanding the motivational factors influencing consumer behavior in omnichannel environments, contributing to the originality of the research.

PurposeThis study aims to assess the relationship between brand experience and brand equity in the private banking industry, focusing on the potential mediating effects of brand identification, attachment and engagement.Design/methodology/approachData was conveniently gathered from 293 customers with bank accounts in different private banks using a structured questionnaire. The collected data was analyzed using PLS-SEM.FindingsThe study found that brand identification, attachment, engagement and experience significantly influence brand equity. Furthermore, all three mediators mediate the correlation between brand experience and brand equity.Practical implicationsThis study’s findings provide valuable insights for management and decision-makers in the private banking industry. They can use these insights to enhance their banks’ brand equity through exceptional brand experiences. This research also significantly contributes to the current body of knowledge on the importance of brand experience in developing brand equity and achieving business success in the banking sector.Originality/valueThis study makes a unique contribution to the existing body of knowledge by introducing the mediating roles of brand identification, attachment and engagement in the association between brand experience and brand equity. This enriches the current understanding of brand management strategies in the banking sector.

This study aims to analyze consumer loyalty towards Kopi Tuku through three main variables, namely brand awareness, brand experience, and brand engagement. This research uses a descriptive method with a qualitative approach. The research subjects consist of six consumers who have consistently purchased Kopi Tuku for the past two years. Data collection techniques in this study were carried out through observation, interviews, and documentation. The data analysis technique used is the Miles and Huberman model, which consists of data collection, data reduction, data presentation, and drawing conclusions. The results of this study indicate that Kopi Tuku's brand awareness is not only formed from visual recognition such as logos or packaging but has reached the highest level, namely top of mind. Brand experience is felt through sensory, affective, intellectual, and behavioral dimensions, making Kopi Tuku not only a beverage provider but also part of the consumers’ routines and identities. Meanwhile, brand engagement is reflected in strong emotional involvement, repeated purchasing habits, participation in trying new products, and ownership of merchandise. This study emphasizes that consumer loyalty towards Kopi Tuku is not solely built on product quality or price but through the synergy between brand awareness, brand experience, and brand engagement, which creates a personal and emotional connection between consumers and the brand.

This study maps the research landscape of immersive customer experience (CX) in the metaverse by synthesizing bibliometric analysis and topic modelling. Using 1,460 Scopus indexed journal articles (2000–2025), we examined publication trends, prolific authors, journals, and country contributions, and applied Latent Dirichlet Allocation (LDA) topic modelling, uncover thematic structures. Findings show 22.78% in publications, with increasing global contributions from countries like India, Malaysia, and South Korea. Seven core themes emerged: CX enhancement, brand engagement and virtual services, marketing research trends in CX, digital marketing and NFT adoption, AI-driven engagement, immersive business value creation, and consumer behaviour in virtual retail. While the field is developing, metaverse-specific CX models and measurement tools remain underdeveloped. The study advances theory by CX frameworks to immersive, co-created, and avatar-mediated experiences, and offer practical guidance for firms to adopt customer-centric strategies that leverage AI, gamification, and virtual branding. To our knowledge, this is the first work to combine bibliometric and topic modelling to chart CX research in the metaverse, highlighting current research frontiers and future research agenda.

Purpose – The study aims to theoretically establish brand personality, brand experience, brand attributes, and brand affect as antecedents of brand engagement. Additionally, this study seeks to enhance customer-based brand equity and relationship marketing theories in relation to brand engagement behavior. Design/methodology/approach – Through a survey questionnaire, 426 responses were collected from automobile customers. Following the multistage cluster sampling technique, respondents were contacted through the mall intercept method. The respondents’ data was analyzed through PLS-SEM path modeling using the disjoint two-stage approach. Findings and implications – Brand personality, brand experience, brand attributes, and brand affect significantly the brand engagement behavior being explained, especially, brand affect mediated between these antecedents and brand engagement. Limitation – The cross-sectional research design of the study has some limitations. Further, brand affect, as a mediator, has explained 40.7% of the variation in brand engagement. Other mediators may explain the rest of the variation in brand engagement. As the study is related to the automobile market in Pakistan, the results may not be generalized to other parts of the world. Originality – It is the first study to examine brand affect as a mediator that theoretically links brand personality, experience, attributes to brand engagement in an integrative framework, specifically for automobile brands. The disjoint two-stage approach of PLS-SEM in this study has been rarely used in marketing and business management research.

The prime objective of this research is to investigate the association among website characteristics (information quality, system quality, and perceived security) and customer experience in the online retail context. It also aimed to verify if customer experience has any effect on brand engagement. A questionnaire was utilized for collecting the data from customers of online retailers in the UAE. All responses were quantitatively analyzed via PLS-SEM. The findings showed that information quality positively affect customer experience. It was also found that system quality and perceived security are positively correlated with customer experience. Finally, the analysis verified that customer experience has a positive impact on brand engagement. This paper provides valuable implications to the management in retail industry. The results could be useful for marketing practitioners in e-commerce industry to devise strategies aimed at minimizing the risks in the electronic shopping context, particularly security aspects to attain greater performance.

The influence of brand experience on brand engagement and brand equity among Apple customers in Yogyakarta was examined in this study. In addition, the purpose of this study is to gain an understanding of how brand experience can influence brand engagement and value in a competitive market. This research uses a quantitative approach with Partial Least Square (PLS) version 4.0 analysis technique. The research sample consists of 150 people who are in Yogyakarta and use Apple products. To collect data, a questionnaire was used to measure the variables under study. The results of the analysis show that brand experience has a positive and significant effect on brand love, brand involvement, and brand wealth. In addition, there is evidence that brand love significantly regulates brand experience with two other factors, namely brand engagement and brand equity. A good brand experience can increase emotional attachment and customer value, according to the findings of this study. The study concludes that a good brand experience is critical to building customer engagement and value with the brand. To increase customer loyalty and strengthen the brand's position in the market, marketers should concentrate on creating pleasant experiences. These results are highly beneficial for a company's marketing strategy, especially for premium brands like Apple.

The aim of the paper is an analysis and comparison of the two constructs Brand Engagement and Brand Experience. Through a brief survey of the literature the paper shows that brand engagement involves and dwells the consumers, and not only the consumer, in the world of brands. On the other hand brand experience is a construct that moves the marketing from an orientation to the market to an orientation to the client and the paper shows briefly how this experiential marketing works.Finally, the comparison shows that there is a special relation between these two terms and that the brand experience contains the brand engagement.We can simply place the brand engagement out of Aaker's Pyramid and put it in the brand experience module. Precisely the brand engagement is related with the Relate, the fifth brand experien ce module of the experiential marketing.