Leveling up coolness: how VR gamification drives experiential values

Felicitas Stein, João Guerreiro (), Sandra Maria Correia Loureiro and Mariana Berga Rodrigues
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Felicitas Stein: LisboaInstituto Universitário de Lisboa (ISCTE-IUL)
João Guerreiro: Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL)
Sandra Maria Correia Loureiro: Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL)
Mariana Berga Rodrigues: Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL)

Journal of Brand Management, 2025, vol. 32, issue 5, No 5, 438-457

Abstract: Abstract Grounded on the theory of reasoned action, this study aims to explore: (1) the effect of perceived values in experiencing VR gaming on brand coolness, (2) the influence of brand coolness on brand identification, preference, willingness to pay premium, and customer advocacy. A total of 120 participants played a VR game quiz and participated in a survey that measured utilitarian, hedonic, and social values, brand coolness, and marketing outcomes. A PLS-SEM approach was used to explore the relationships between the antecedents and consequents of brand coolness. Measures such as brand type and gamification mechanics (rule, and progression mechanics) were used to control for extraneous effects. The results reveal that hedonic and social values enhance brand coolness perception. A close relationship between brand identity and brand coolness is identified by confirming that brand coolness enhances marketing outputs such as brand identity, brand identification, brand preference, willingness to pay a premium price, and customer advocacy. The current study explores how experiential values generated within a VR gamification environment affect customers’ perceptions of airline brands. It does so by exploring, for the first time, how a VR gamification experience affects brand coolness and marketing outcomes.

Keywords: Virtual reality; Gamification; Brand coolness; Experiential values; Brand identity; Airline industry (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41262-025-00390-3

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