Virtual Worlds: New Marketing Channels Or Emperor’S New Clothes? (Consumer Perceptions of Innovation in Product-Oriented Vs. Service-Oriented Companies)

Sonja Prokopec, ESSEC Business School, France
Lakshmi Goel, University of North Florida, USA
We examine the impact of brand presence in virtual worlds on consumers’ perceptions of brand innovativeness for product-oriented and service-oriented companies. Results from a pilot study show that the consumer’s perception of innovativeness significantly decreases with brand presence in virtual world for product-oriented companies, but significantly increases for service-oriented companies.
[ to cite ]:
Sonja Prokopec and Lakshmi Goel (2011) ,"Virtual Worlds: New Marketing Channels Or Emperor’S New Clothes? (Consumer Perceptions of Innovation in Product-Oriented Vs. Service-Oriented Companies)", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.