Paper Details

Name: Jini Manish Saxena, Suraj Bimal Sharma, Amit Arun Medhekar, Pratap Vasantrao Pawar
Country: India

Year: 2026
Volume: Volume No: 13, Issue: 1, Year: 2026
Page Number: 344-354
DOI: https://doi.org/10.5281/zenodo.21130853

The Metaverse's quick development has revolutionized digital marketing by making it
possible to create immersive, interactive, and customized brand experiences that change the way consumers and brands interact. Understanding the impact of Metaverse platforms on brand equity has become a crucial area of academic and managerial research as global technology and retail firms increasingly incorporate them into their marketing strategies. By analyzing customers' opinions and experiences with top international technology and retail businesses that operate in virtual environments, this study explores the effects of Metaverse marketing on brand equity. The study investigates the ways in which brand awareness, perceived quality, brand associations, brand trust, and brand loyalty are influenced by immersive brand experiences, virtual customer engagement, personalization, social interaction, and digital innovation. Customers who have interacted with brands in the Metaverse are given structured questionnaires as part of a planned quantitative research design. To verify the conceptual framework and investigate the connections between the
study variables, statistical methods like reliability analysis, exploratory and confirmatory
factor analysis, correlation, and structural equation modeling are advised. The results should show that by producing memorable, emotionally compelling, and value-driven virtual experiences, successful Metaverse marketing campaigns greatly increase customer involvement and bolster overall brand equity. In order to create a lasting competitive advantage and cultivate enduring customer relationships, the study also emphasizes the strategic significance of incorporating immersive technologies into global branding initiatives. In addition to providing useful insights for marketing managers looking to use Metaverse technologies to strengthen brands in an increasingly digital and interconnected global marketplace, the study adds to the expanding corpus of literature on digital marketing, experiential marketing, and virtual commerce.