“Being” with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love

This study examines brand experience within a virtual reality-based (VR) metaverse by proposing a model to understand the influence of telepresence and brand avatar social presence (BASP) on brand anthropomorphism (BA) and the relationship between BA and brand love. A survey of 349 Generation Z users on Roblox showed a positive impact of telepresence and BASP on BA, which fosters brand love. The findings highlight the unexpected and controversial moderating role of VR attitudes. This research contributes to the literature on VR perceptions and BA and offers valuable managerial insights into consumer–brand encounters in VR-based metaverses.