KOREASCHOLAR

In this research, we investigate the effectiveness of bleed brand logos for the metaverse shopping travelers from the viewpoint of a container metaphor. Bleed is a technique that enlarges parts of a logo while omitting others. Many firms use a bleed logo to improve visibility and allow the metaverse shopping travelers to retrieve the brand-related information quickly. Regarding the issue, we conducted three studies and found that in a metaverse space not filled with other traveler avatars, travelers would feel that the environment is in their control, and they could enjoy the experience. In this instance, firms could earn a high brand evaluation with a high bleed logo. However, when the metaverse space is crowded with other traveler avatars and, thus, travelers experience negative feelings brought up by their sense of being out of control, a high bleed logo results in their low evaluations of the brand because shopping travelers feel like some contents in the logo are out of the frame.

• Jue Wang(Keio University, Japan)
• Akinori Ono(Keio University, Japan)