Brand extension evaluation: real world and virtual world

2014 ◽  
Vol 23 (7) ◽  
pp. 504-515 ◽  
Author(s):  
Jayasankar Ramanathan ◽  
Keyoor Purani
Keyword(s):  
Virtual Worlds ◽  
Real World ◽  
Virtual World ◽  
Brand Extension ◽  
New Product ◽  
Brand Extensions ◽  
Content Type ◽  
Consumer Evaluation ◽  
The Real ◽  
The World

Purpose – The purpose of this paper is to help marketing scholars view virtual worlds as new product–markets and trigger serious investigations on consumer evaluation of brand extensions when a brand is extended from the real world to a virtual world and vice versa. Design/methodology/approach – The paper makes an extensive review of studies on virtual world. Further, it amalgamates understanding from well-established literature on consumer evaluation of brand extensions into the emerging virtual world understanding to conceptualize moderating influence of contexts – the real world context and a virtual world context – on how consumers evaluate brand extensions. Findings – Through logical arguments supported by existing literature, the paper provides 14 well-conceptualized propositions that argue that the real world and virtual world contexts moderate the well-established relationships in brand extension literature. It broadly proposes that the relationships between the consumer evaluations of brand extension and its known determinants are stronger in case of within-the-world extensions and weaker in case of across-the-world extensions. Research limitations/implications – The paper introduces to the marketing scholars an entirely new area of enquiry as it challenges the known brand extension knowledge when a brand is extended across the worlds. Practical implications – Marketers considering launching new offerings across the contexts of real or virtual world would have implications on whether to extend the brand or not. Originality/value – Virtual worlds have largely been construed in marketing literature as fictional worlds. There is not much explored in terms of virtual worlds as new product–markets. The study offers unique value in conceptualizing differences among within-the-world brand extensions and across-the-world brand extensions.

The Third Culture

2017 ◽  
pp. 318-330 ◽  
Author(s):  
Hsiao-Cheng (Sandrine) Han
Keyword(s):  
Visual Culture ◽  
Virtual Worlds ◽  
Real World ◽  
Virtual World ◽  
Research Question ◽  
Third Culture ◽  
The Real ◽  
Main Research ◽  
The Third ◽  
Culture Education

The purpose of this research is to improve the understanding of how users of online virtual worlds learn and/or relearn ‘culture' through the use of visual components. The goal of this research is to understand if culturally and historically authentic imagery is necessary for users to understand the virtual world; how virtual world residents form and reform their virtual culture; and whether the visual culture in the virtual world is imported from the real world, colonized by any dominate culture, or assimilated into a new culture. The main research question is: Is the authenticity of cultural imagery important to virtual world residents? This research investigates whether visual culture awareness can help students develop a better understanding of visual culture in the real world, and whether this awareness can help educators construct better curricula and pedagogy for visual culture education.

Why Virtual Worlds Matter

2010 ◽  
pp. 198-202
Author(s):  
Angela Adrian
Keyword(s):  
Virtual Worlds ◽  
Real World ◽  
Virtual World ◽  
The World

To return to the quote which began this book, what is man? He has existence. He uses his faculties to improve his existence. He assimilates the world around him. Bastiat labelled these personality, liberty and property. What is an avatar but a manifestation of self beyond the realm of the physical? He has existence in a virtual world. He has a distinct personality. The avatar must use his faculties to improve his existence. He must level himself into a more powerful character to survive in his virtual world. He must have the liberty to become what he wants or needs to become. The avatar assimilates the world around him. By questing and click slavery, an avatar can acquire property. Personality, liberty and property are intrinsic traits of avatars as well as men. And they exist whether laws have been passed by governments or game companies. If there is a world to exist in, then these traits exist and men will want to set limits on them. Gaming identities are becoming indistinguishable from ‘real’ identities – just as e-commerce has become indistinguishable from ‘commerce’. Control over these online avatar identities has real-world consequences. As soon as something is valuable and persistent, people seek to associate rights and duties with it. The questions posed in this book revolved around the ideas of personality (personhood, identity), liberty (freedom v servitude), and property (copyright and intangible property).

scholarly journals The P.R.O.S.E. (Psychological Research on Synthetic Environments) Project: Conducting In-World Psychological Research on 3D Virtual Worlds

1970 ◽  
Vol 4 (1) ◽  
Author(s):  
Richard L Gilbert
Keyword(s):  
Virtual Worlds ◽  
Real World ◽  
Virtual World ◽  
Subjective Experience ◽  
Psychological Research ◽  
Future Directions ◽  
Web Based ◽  
The Real ◽  
3D Virtual Worlds ◽  
Core Questions

The P.R.O.S.E. (Psychological Research on Synthetic Environments) Project was established to investigate the psychology of 3D virtual worlds. Under the auspices of the project, a systematic program of in-world behavioral research is being conducted that addresses three core questions related to the psychology of 3D immersive environments: What are the characteristics of active participants in virtual worlds? Do the principles of psychology that operate in the real world also apply to the virtual world? Do experiences in the virtual world have the capacity to influence behavior and subjective experience in the real world? The current paper describes a series of studies that examine each of these questions and outlines future directions for the project. If projections for a highly populated, ubiquitously accessible (web-based), and seamlessly integrated (interoperable) network of virtual worlds are borne out, a new realm of psychological reality and interaction will have been created that will be increasingly important for behavioral scientists to investigate and understand.

Functionalization and the Real Virtual

2014 ◽  
Vol 4 (2) ◽  
pp. 1-16
Author(s):  
Ulrich Gehmann ◽  
Martin Reiche
Keyword(s):  
Virtual Worlds ◽  
Real World ◽  
Virtual World ◽  
The Real ◽  
Ongoing Process ◽  
Step Model ◽  
The Creation

In this article the authors are going to explore a tendency in virtual world design towards the creation of non-functionalized virtual worlds, i.e. worlds which only exist to exist without resembling any function in their design. They are going to show how this tendency is grounded in the ongoing process of formatization in the real world by introducing a 4-step model of de-functionalization and show which chances exist for these non-functional virtual worlds to affect the real world through the mental world conception of the user.

Prior knowledge: the role of virtual worlds in venture creation

2014 ◽  
Vol 21 (3) ◽  
pp. 403-413 ◽  
Author(s):  
Hannah Noke ◽  
Thomas Chesney
Keyword(s):  
Prior Knowledge ◽  
Virtual Worlds ◽  
Real World ◽  
Virtual World ◽  
Nascent Entrepreneurs ◽  
Content Type ◽  
Start Up ◽  
Business Simulations ◽  
Virtual Business

Purpose – Creating a new business often ends in failure arguably the more knowledge of the start-up process an entrepreneur has the more successful the outcome. Whilst business simulations have been researched, the role of virtual worlds in aiding nascent entrepreneurs in gaining important experiential learning is lacking. The paper aims to discuss these issues. Design/methodology/approach – This qualitative research involved six months observational data, with nine in-depth semistructured interviews with the small business owners based in the virtual world Second Life. Findings – The findings highlight important similarities between “real world” and “virtual world” businesses. The nascent entrepreneurs reported a sense of running the business as any other business. The level of risk, in terms of capital, for setting up a virtual business is far less than the real world. However, risks are still associated with a virtual business with entrepreneurs investing time to run the business. Originality/value – The findings of this study provide important insight into how prior knowledge can be gained through participating in “real” business activities, other than business simulations. Virtual worlds provide can play an important role in aiding nascent entrepreneurs to gain important prior knowledge of the start-up process, that the authors can anticipate will aid the entrepreneur in further ventures.

Research on the Migration of Children’s Experience from the Virtual World to the Real World

2011 ◽  
Vol 271-273 ◽  
pp. 1842-1845
Author(s):  
Jin Yan Hu ◽  
Hong Yu Feng ◽  
Jian Heng Lu ◽  
Yuan Yuan Li ◽  
Yan Cui Li ◽  
...  
Keyword(s):  
Virtual Worlds ◽  
Real World ◽  
Virtual World ◽  
The Real ◽  
Traditional Research

For children, learning and life in virtual worlds are related to the real world. In the traditional research on education, we have considered how to make the experience of children in the real world migrate into the learning in virtual world. But there are little people discussing whether the experience of children in the virtual world will turn to migrate to the real world.

Protection of Intellectual Property Rights in the Field of Virtual and Augmented Reality

Lex Russica ◽  
2020 ◽  
pp. 86-96
Author(s):  
E. E. Bogdanova
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Virtual Worlds ◽  
Real World ◽  
Mixed Reality ◽  
Fair Use ◽  
The Real ◽  
The World ◽  
The One ◽  
Near Future

In the paper, the author notes that the development of modern technologies, including artificial intelligence, unmanned transport, robotics, portable and embedded digital devices, already has a great impact on the daily life of a person and can fundamentally change the existing social order in the near future.Virtual reality as a technology was born in the cross-section of research in the field of three-dimensional computer graphics and human-machine interaction. The spectrum of mixed reality includes the real world itself, the one that is before our eyes, the world of augmented reality — an improved reality that results from the introduction of sensory data into the field of perception in order to supplement information about the surrounding world and improve the perception of information; the world of virtual reality, which is created using technologies that provide full immersion in the environment. In some studies, augmented virtuality is also included in the spectrum, which implies the addition of virtual reality with elements of the real world (combining the virtual and real world).The paper substantiates the conclusion that in the near future both the legislator and judicial practice will have to find a balance between the interests of the creators of virtual worlds and virtual artists exclusive control over their virtual works, on the one hand, and society in using these virtual works and their development, on the other hand. It is necessary to allow users to participate, interact and create new forms of creative expression in the virtual environment.The author concludes that a broader interpretation of the fair use doctrine should be applied in this area, especially for those virtual worlds and virtual objects that imitate the real world and reality. However, it is necessary to distinguish between cases where the protection of such objects justifies licensing and those where it is advisable to encourage unrestricted use of the results for the further development of new technologies. 

Consumer trust in 3D virtual worlds and its impact on real world purchase intention

2015 ◽  
Vol 6 (4) ◽  
pp. 381-400 ◽  
Author(s):  
Yan Peng ◽  
Dan Ke
Keyword(s):  
Social Presence ◽  
Virtual Worlds ◽  
Real World ◽  
Virtual World ◽  
Purchase Intention ◽  
Content Type ◽  
Online Trust ◽  
3D Virtual Worlds ◽  
Virtual Prototypes ◽  
3D Virtual World

Purpose – This paper examines the three-dimensional (3D)virtual world users’ perceptions of authenticity and trustworthiness in the virtual prototypes and users’ potential purchase behavior in the real-world settings. The 3D virtual worlds provide a new platform that exhibits virtual prototypes as a promotion channel for new products of real-world and online service, where users can communicate “face to face” via their representative avatars. Design/methodology/approach – The authors conducted an experiment in Second Life and collected data in a post-study questionnaire to test our proposed conceptual model. Structural equation modeling was the main methodology. Findings – The research results showed that 3D virtual world users obtained a high sense of telepresence and social presence. The sense of telepresence positively leads to users’ perceptions of online trust in the virtual prototypes and thus increases their intention to purchase real-world objects; the users’ sense of social presence positively associates to their perceptions of authenticity and online trust and, therefore, their purchase intention. Research limitations/implications – In survey research, the common method variance is a problem. A more robust way is to use objective measures. Practical implications – A new channel was proposed for businesses to enhance their online strategies that will increase their business value. Social implications – 3D virtual world is also a cutting-edge platform for remote education, public information service, etc. Originality/value – This paper initially contributes to the literature that interprets underlying factors in 3D virtual worlds associated to purchase intention in real-world objects. We demonstrated the advantages, i.e. the communication efficacy and vivid virtual design in the 3D user-generated environment.

Making a dart for a clothing pattern in virtual space

2020 ◽  
Vol 32 (4) ◽  
pp. 589-600
Author(s):  
Shigeru Inui ◽  
Yuko Mesuda ◽  
Yosuke Horiba
Keyword(s):  
Numerical Calculation ◽  
Real World ◽  
Virtual World ◽  
Design Methodology ◽  
Virtual Space ◽  
Content Type ◽  
The Real ◽  
Mechanical Formulation ◽  
Design Paper ◽  
Made In

PurposeThe final goal of this study is to virtualize draping. Draping which is one of the methods to design paper patterns for clothing requires much labor and time. The sub-goal of this study is to construct a system in which the fundamental functions of draping are equipped.Design/methodology/approachThe system is realized in the virtual world by integrating the virtualized elements of real draping. The cloth is modeled by mechanical formulation, and the shape is determined by numerical calculation. The hand is geometrically modeled, and the captured motions of the hand and fingers are applied to the model. The model dress form is made from the data by measurement. The system in which darts can be made in the virtual space is constructed by integrating the models.FindingsIt is confirmed that the cloth model in the virtual world can be manipulated by the motions of the fingers in the real world. And it is suggested that it is possible to design practical paper patterns for clothing by adding functions to the system.Originality/valueWe are aiming at the system to design paper patterns by the movements of the fingers. With this system, it is expected that the efficiency in designing paper patterns is much improved, and it becomes possible to design clothing that fits individuals efficiently.

scholarly journals On the Relationship between My Avatar and Myself

1970 ◽  
Vol 1 (2) ◽  
Author(s):  
Paul R Messinger ◽  
Xin Ge ◽  
Eleni Stroulia ◽  
Kelly Lyons ◽  
Kristen Smirnov ◽  
...  
Keyword(s):  
Virtual Worlds ◽  
Risk Taking ◽  
Real World ◽  
Second Life ◽  
Virtual World ◽  
Computer Mediated Communication ◽  
Mediated Communication ◽  
The Real ◽  
Using Data ◽  
The Relationship

What is the relationship between avatars and the people they represent in terms of appearance and behavior? In this paper, we hypothesize that people (balancing motives of self-verification and self-enhancement) customize the image of their avatars to bear similarity to their real selves, but with moderate enhancements. We also hypothesize that virtual-world behavior (due to deindividuation in computer-mediated communication environments) is less restrained by normal inhibitions than real-world behavior. Lastly, we hypothesize that people with more attractive avatars than their real selves will be somewhat more confident and extraverted in virtual worlds than they are in the real world. We examine these issues using data collected from Second Life residents using an in-world intercept method that involved recruiting respondents’ avatars from a representative sample of locations. Our quantitative data indicate that, on average, people report making their avatars similar to themselves, but somewhat more attractive. And, compared to real-world behavior, respondents indicate that their virtual-world behavior is more outgoing and risk-taking and less thoughtful/more superficial. Finally, people with avatars more attractive than their real selves state that they are more outgoing, extraverted, risk-taking, and loud than their real selves (particularly if they reported being relatively low on these traits in the real world). Qualitative data from open-ended questions corroborate our hypotheses.

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