Exploring the Metaverse as a brand extension strategy

Bushell, C (2022) Exploring the Metaverse as a brand extension strategy. SSRN Electronic Journal. ISSN 4144628

Abstract

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4144688 The Metaverse is a new and emerging technology that offers a unique opportunity for businesses and individuals alike to extend their reach and connect with others in a virtual world (Kevins, J. 2022). Celebrities and other individuals have already begun to utilize the Metaverse as a brand extension, and there is much potential for businesses to do the same (Joy et al., 2022). However, there are also some potential drawbacks that must be considered before utilizing the Metaverse for marketing and branding purposes. This study will seek to understand how individuals and celebrities can use the Metaverse as a brand extension, in order to better understand the potential of this new technology. Additionally, this research will explore the implications of using Metaverse as a marketing and branding tool, in order to understand the potential benefits and drawbacks of this new technology. Ultimately, this research will provide insights into how businesses and individuals can utilize Metaverse to extend their reach and connect with others in a virtual world. The methodology used in this study will be mixed in nature and will utilize interviews and literature reviews to collect data. The results of this research will be used to provide insights into how businesses and individuals can utilize Metaverse as a brand extension, and to understand the potential benefits and drawbacks of this new technology. Keywords: metaverse, brand extension, AI, Augmented reality, VR, advertisments, celebrity brand extension, metaverse brand extension

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