Debranding in Fantasy Realms: Perceived Marketing Opportunities within the Virtual World

Kear, Andrew and Bown, G Robin and Christidi, Sofia (2013) Debranding in Fantasy Realms: Perceived Marketing Opportunities within the Virtual World. International Journal of Advanced Computer Science and Applications, 4 (8). pp. 111-117. ISSN 2156-5570

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Abstract

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.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Fantasy Realms, Debranding; Sacred Space; Marketing; 3D Virtual Worlds; Second Life
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Faculty of Business, Computing and Applied Sciences > Business School > Marketing and Retail
Research Priority Areas: Applied Business Research
Depositing User: Robin Bown
Date Deposited: 16 Dec 2014 15:31
Last Modified: 04 Sep 2016 04:29
URI: http://eprints.glos.ac.uk/id/eprint/1129

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