Barnes, Stuart J., Mattsson, Jan (2011) Segmenting Brand Value Perceptions of Consumers in Virtual Worlds: An Empirical Analysis using the FIMIX Method. International Journal of Online Marketing, 1 (1). pp. 1-11. ISSN 2156-1753. (doi:10.4018/ijom.2011010101) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:34731)
The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. | |
Official URL: http://dx.doi.org/10.4018/ijom.2011010101 |
Abstract
Virtual worlds are emerging as a promising new channel for electronic marketing and brand-related activities. However, like Second Life. This paper examines the spectrum of perceptions of consumers of four major real-life brands (Armani, Dell, Mercedes and Hublot) that have established operations in Second Life. A survey was conducted using an avatar survey bot (n=1,039). Using the FIMIX-PLS procedure (Ringle et al., 2009), an axiological measurement instrument for brand value and formative modeling techniques, the authors identify segments of consumers with different perceptions of value for each brand. The analysis shows a clear difficulty in establishing ‘emotional’ rapport with consumers in Second Life.
Item Type: | Article |
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DOI/Identification number: | 10.4018/ijom.2011010101 |
Subjects: |
H Social Sciences H Social Sciences > HA Statistics > HA33 Management Science |
Divisions: | Divisions > Kent Business School - Division > Kent Business School (do not use) |
Depositing User: | Catherine Norman |
Date Deposited: | 18 Jul 2013 09:30 UTC |
Last Modified: | 05 Nov 2024 10:18 UTC |
Resource URI: | https://kar.kent.ac.uk/id/eprint/34731 (The current URI for this page, for reference purposes) |
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