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.

Customer experience is a top priority for business executives and a competitive ground for marketing. Business-to-business (B2B) customer experience is more intricate as it involves multiple actors with distinct roles and objectives, necessitating more customization and knowledge. Hence, it is paramount for organizations operating in the B2B space to understand and enhance the customer experience to gain a competitive edge. This complexity is further amplified in cross-border settings where partners face additional differences and distances, requiring even more mutual adaptations than in domestic business interactions. In such scenarios, individuals involved may significantly differ in terms of culture, language, and business practices.