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Analysis of the Impact of Metaverse on the Retailer's Brand Perceptions: The Example of Nike With Nikeland
Author(s): Joaquim Monteiro Pratas (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal), Gabriel Dias Moreira (University of Maia, Portugal), João Guilherme Garcez (University of Maia, Portugal), Ivan Simões (University of Maia, Portugal), Leonardo Roberto Neves Andrade (University of Maia, Portugal)and João Miguel Da Silva Martins (University of Maia, Portugal)
Copyright: 2025
Pages: 34
EISBN13: 9798337332697
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Abstract
Retailers are increasingly exploring new communication and sales channels, with the metaverse offering a promising opportunity. This study examines how Nike's presence in the metaverse, through Nikeland, impacts brand image and consumer expectations. Factors analyzed include respondent characteristics, metaverse knowledge and usage, valued Nike attributes, customer loyalty, and product quality perceptions. Data was collected with a survey of 401 respondents. Analysis using structural equation modeling revealed that most respondents view Nike's metaverse presence as enhancing its innovative image, overall brand perception, brand awareness, and brand equity. Key consumer expectations for the metaverse store include attractive decoration, product quality, pleasant atmosphere, and a quality consumer experience. The study highlights the significant relationship between brand image and consumer expectations, providing strategic insights for retailers on target definition and refining metaverse experiences.
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