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

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.



Citation:

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.

Authors

Sonja Prokopec, ESSEC Business School, France
Lakshmi Goel, University of North Florida, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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