Premio SIM per la Migliore Tesi di dottorato in Marketing

In a VUCA era, brand management is being reshaped by digitalisation through Extended Reality (XR), Artificial Intelligence (AI) and the Internet of Things (IoT), and by consumers who expect brands to align with their values and contribute to their well-being. The metaverse, a collaborative three-dimensional virtual space, enables immersive brand experiences (e.g., Gucci, Nike, Vans, Spotify) that reduce psychological distance and elicit strong emotional responses, yet the same immersion may prove intrusive and harmful. Research remains largely conceptual or fragmented, addressing either strategic branding outcomes or technology-adoption mechanisms, with little understanding of how brands can pursue strategic objectives while enhancing consumer well-being. This thesis addresses that gap by empirically examining dual value creation in Virtual Reality (VR)-based metaverse brand experiences. The dissertation comprises four interconnected essays. Essays 1 and 2 focus on brand value, adopting managerial and consumer perspectives; Essay 3 is consumer-centred, analysing well-being and discomfort; Essay 4 integrates both perspectives. Essay 1 (2023) explores how to design a VR branding strategy managerially. Essay 2 (2025) examines telepresence and brand-avatar social presence effects on brand anthropomorphism and brand love. Essay 3 (2024) explores consumer well-being and discomfort. Essay 4 (2025) investigates how perceived immersion enhances eudaimonic well-being and its effects on brand-self connection and brand love. Essays 2-4 incorporate Technology Acceptance Model (TAM; Davis, 1989) variables. The multimethod design spans four empirical studies. Essay 1 (qualitative) relies on 17 interviews with VR/metaverse experts, analysed through thematic content analysis and cognitive mapping. Essay 2 examines 349 Gen Z users of H&M's "Loooptopia" on Roblox via Meta Quest 2, using Structural Equation Modelling (SEM). Essay 3 is an exploratory study of 311 Gen Z users of "Spotify Island", analysed through Exploratory Factor Analysis and k-means clustering. Essay 4 analyses 367 Gen Z users of "Nikeland" using SEM. Findings reveal a virtuous cycle of dual value creation. Managerially (Essay 1), branding objectives depend on aligning hardware and software (e.g., AI, UX design), activating interactivity, immersion, embodiment and presence, and driving engagement, anthropomorphism and loyalty. Essay 2 shows telepresence and brand-avatar presence enhance anthropomorphism, fostering brand love, while a positive VR attitude attenuates these effects. Essay 3 shows VR enhances hedonic and eudaimonic well-being but may cause physical, psychological and social discomfort, with three segments: enthusiasts, unhappy and vulnerable users. Essay 4 shows perceived immersion drives eudaimonic well-being, strengthening brand-self connection and brand love, amplified by ease of use. The research bridges branding, consumer psychology and technology-acceptance literature, extending TAM beyond adoption to deeper psychological responses and enriching positive psychology by showing how immersive environments foster lasting well-being. Managers should invest in interactivity and immersion, develop anthropomorphic avatars, ensure high usability, and tailor strategies to segments to address discomfort. The contribution lies in its dual, integrated perspective, never before empirically established by predominantly conceptual research. It provides the first empirical evidence that VR-based metaverse experiences simultaneously generate value for brands and consumers, through a multimethod design combining qualitative inquiry with SEM, EFA and clustering, repositioning consumer well-being from a peripheral concern to a core strategic asset. The future of branding in the VUCA era depends on integrating technological innovation with ethical responsibility: brands are redefining their role as agents of consumer well-being.