Skip to main content

Segmenting Brand Value Perceptions of Consumers in Virtual Worlds: An Empirical Analysis using the FIMIX Method

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)

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. (Contact us about this Publication)
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
DOI/Identification number: 10.4018/ijom.2011010101
Subjects: H Social Sciences
H Social Sciences > HA Statistics > HA33 Management Science
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Management Science
Depositing User: Cathy Norman
Date Deposited: 18 Jul 2013 09:30 UTC
Last Modified: 29 May 2019 10:24 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/34731 (The current URI for this page, for reference purposes)
  • Depositors only (login required):