... media and Web touchpoints. Findings The results show that when consumers interact with a brand in the metaverse, the consumers’ brand psychological distance is reduced and that perceived brand quality mediates this relationship. As outcomes of the proposed relationship, brand choice, brand...

...Jorge Vera Purpose – The purpose of this paper is to assess the relationship between perceived brand quality (PBQ), customer perceived value (CPV) and disposition to pay a higher price (DHP) for a product. Such an assessment also seeks to determine if consumer involvement and brand performance...