How to use malleable metaverse stores for branding: testing two proposed metaverse store designs

Purpose – The current study proposes and empirically tests a novel marketing tactic for the metaverse: designing virtual stores differentially to convey different personalities of the same brand. We also examine how these brand personalities, as perceived from virtual store designs, influence customers’ identification with the brand and intention to purchase its products. Design/methodology/approach – We conducted three experiments testing two sets of design tactics, which are theoretically feasible but empirically uncertain: tidy (vs stylish messy) and maximalist (vs minimalist) virtual stores. Findings – First, we showed that the brand was perceived to be high in competence and sophistication as personality traits when presented in a tidy-style virtual store. Second, the brand was perceived to be high in the active brand personality when presented in a maximalist-style virtual store. The opposite was also observed: the same brand was perceived to be low in the active brand personality when presented in a minimalist-style virtual store. Third, consumers whose personalities are matched with the different store designs more strongly favor the brand and are more likely to buy the products of the brand. This effect was explained by the customers’ personality-based identification with the brand. Research limitations/implications – The current study would benefit from testing the models across different categories and brand personalities to enhance generalizability. Practical implications – Our findings reveal metaverse marketing tactics utilizing distinct designs of virtual stores that can express the same brand’s differential personalities, which can be tailored to consumer personalities in the metaverse, thereby increasing conversion rates. Originality/value – The current studies present novel insights into how store designs influence perceptions of brand personality and shape consumer behavior.