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

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Author(s): Stuart J. Barnes (University of East Anglia, UK)and Jan Mattsson (Roskilde University, Denmark & ESC Rennes School of Business, France)
Copyright: 2013
Pages: 11
Source title: Transdisciplinary Marketing Concepts and Emergent Methods for Virtual Environments
Source Author(s)/Editor(s): Hatem El-Gohary (Birmingham City University, UK & Cairo University Business School, Egypt)
DOI: 10.4018/978-1-4666-1861-9.ch001

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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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.

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

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