KOREASCHOLAR

In this research, given the recent spurt of luxury brands featuring their products in the metaverse, we examine if the use of luxury brand items to enhance one’s virtual avatar augments the gamer’s sense of confidence, empowerment, and actual performance. We conduct two studies to test the same. In our first study, we simulated a gaming environment on an online survey portal and asked participants to choose their avatar features. We provided them with a branded item (luxury/regular). Consequently, we asked them to indicate their level of confidence, and empowerment. They were asked to play a game to record their actual performance. In our second study, we asked participants to choose their avatar on an online game on their mobiles and similarly provided them with a branded item (luxury/regular). We then measured their confidence, and empowerment and observed their actual performance.

• Julia Pueschel(NEOMA Business School, France)
• Satadruta Mookherjee(Grenoble Ecole de Management, France)
• Alain Goudey(NEOMA Business school, France)
• Shuyi Hao(NEOMA Business school, France)