Enhancing eudaimonic well-being through brand experiences in the VR-based metaverse: implications for brand-self connection and brand love

Purpose – This study aims to investigate how brands can enhance eudaimonic well-being by leveraging perceived immersion within virtual reality (VR)-based metaverse environments. The study further explores whether eudaimonic well-being fosters brand–self connection and brand love. The moderating effect of perceived ease of use of VR technology on the relationship between perceived immersion and eudaimonic well-being is examined. Design/methodology/approach – Data were collected through a survey involving 367 young adults from Generation Z after their participation in a brand experience within Roblox’s VR-based metaverse via Oculus Quest 2. The data were analyzed via structural equation modeling with LISREL 8.80 and SPSS software. Findings – The results indicate that perceived immersion positively influences eudaimonic well-being during a brand experience in the VR-based metaverse and that eudaimonic well-being enhances both brand–self connection and brand love. Brand–self connection further enhances brand love, whereas the perceived ease of use of VR technology positively moderates the relationship between perceived immersion and eudaimonic well- being. Originality/value – This research sits at the intersection of the positive psychology and branding literature, offering a novel perspective on how eudaimonic well-being emerges through brand experiences within the VR-based metaverse. Through the lens of self-determination theory and the technology acceptance model, the effects of perceived immersion on eudaimonic well-being with the positive moderation of perceived ease of use are examined through empirical observation. Furthermore, an investigation of how eudaimonic well-being shapes key relational branding outcomes, such as brand–self connection and brand love, is performed, providing deeper insights into the psychological processes that drive consumer–brand relational responses.