When luxury brands infiltrate metaverse: What impact on the perception of owning luxury goods?
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authors
keywords
- Metaverse
- Identity construction
- Fashion brands
- Embodiment
- Avatar
- Extended-self
document type
COMMabstract
The ownership of luxury goods in the metaverse is challenging to grasp due to the absence of physical objects. To do so, this research draws upon the theories of incarnation (Lewis, 2000; Miller, 2005) and extended self (Belk, 2014), conducting an exploratory qualitative study. Seventeen interviews were conducted with metaverse users who are consumers, and six brand managers specialized in the subject. Thematic and lexical analysis were conducted using the Iramuteq. Furthermore, the results indicate that brands could adapt by leveraging immersive metaverse experiences to authentically connect and enhance perceptions of ownership around their luxury goods.
