Deepening branding opportunities in VR-based metaverses. A qualitative study

Virtual reality-based metaverses are enabling brands to develop engaging approaches to consumers. Despite the growing interest in this innovative technology, the strand of studies about branding opportunities in VR-based metaverses is still in its infancy. Accordingly, our research aims to analyse three key aspects of branding strategies in VR-based metaverses: technical factors, perceptual dimensions, and branding outcomes. Through a qualitative exploratory approach based on in-depth interviews, our study contributes to the academic literature by providing the first holistic view of branding strategies in VR-based metaverses (high-immersive and low-immersive) from a managerial perspective.