... brands. However, the scope of this study was limited to offline stores excluding online purchases as a place of purchase for luxury brands. In a situation where the purchase of luxury brands is gradually increasing in various online environments, limiting the scope of the study to offline stores may have...

...Qi Jiang; Miyea Kim; Eunju Ko; Kyung Hoon Kim Purpose The purpose of this study is to develop the scale of the metaverse experience and examine the effect of the metaverse experience on consumer happiness in luxury brands. Design/methodology/approach A survey was distributed to metaverse users...

...Juran Kim; Joonheui Bae Purpose This study aims to examine the effect of actual and persona self-congruence on luxury brand attachment and the effects of luxury brand attachment on attitude toward luxury brands and purchase intentions using empirical data on Metaverse users. Design/methodology...