...Yongwoog Andrew Jeon; Yao Sun 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...

...Richard Rutter; John Nadeau; Ulf Aagerup; Fiona Lettice Purpose The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality. Design/methodology/approach The study uses...