Debranding in fantasy realms: Perceived marketing opportunities within the virtual world

Andrew Kear, Robin Bown, Sofia Christidi

    Allbwn ymchwil: Cyfraniad at gyfnodolynErthygladolygiad gan gymheiriaid

    Crynodeb

    This paper discusses the application of the concept
    of debranding within immersive virtual environments. In
    particular the issue of the media richness and vividness of
    experience is considered in these experience realms that may not
    be conducive to traditional branding invasive strategies. Brand
    equity is generally seen to be the desired outcome of branding
    strategies and the authors suggest that unless the virtual domains
    are considered as sacred spaces then brand equity may be
    compromised. The application of the above concepts is applied to
    the differing social spaces that operate within the different
    experience realms. The ideas of resonance, presence and
    interactivity are considered here. They lead to the development
    of a constructed positioning by the participants. Through the
    process of debranding, marketers may be able to enter these
    sacred spaces without negative impact to the brand. Perception
    of these virtual spaces was found to be partially congruent with
    this approach to branding. It thus presents a number of
    challenges for the owners of such virtual spaces and also virtual
    worlds in increasing the commercial utilization of investment in
    these environments.
    Iaith wreiddiolSaesneg
    Tudalennau (o-i)111-117
    CyfnodolynInternational Journal of Advanced Computer Science & Applications
    Cyfrol4
    Rhif cyhoeddi8
    StatwsCyhoeddwyd - 2013

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