Abstract

Background This study investigates the relationship between Consumer Brand Identification (CBI) and its antecedents in the context of Metaverse interactions for fashion brands with heritage. The Metaverse offers new engagement opportunities, compelling brands to reformulate their strategies to meet the expectations of emerging generations. As technology evolves, these brands must reinvent themselves to meet consumer demands, emphasizing the need to understand how Metaverse interactions influence consumer-brand identification. This study identifies the key antecedents that brands should explore to enhance consumer-brand identification and engagement.

Methods This study adopts a quantitative research design to analyze the relationship between CBI and its antecedents. The research methodology involves descriptive, inferential, correlational, and regression analyses. Data were collected through a structured questionnaire evaluated using a Likert scale from 1 to 5 points, and then analyzed statistically using SPSS. The questionnaire was distributed across various digital platforms, resulting in 337 responses, with 241 valid for analysis.

Results Key findings reveal that consumer innate innovativeness (INN) and memorable brand experiences (MBE) significantly influence CBI within Metaverse interactions. In contrast, perceived quality (QUA) was found to be insignificant, indicating a shift in consumer priorities, particularly among Generation Z and Millennials. These generations, who are most engaged in the virtual world, display immediacy and volatility in their preferences, driven by the rapid pace of technological evolution. The research output led to the development of a three-phase CBI framework—pre-interaction, interaction, and post-interaction with Metaverse.

Conclusion The study concludes that the interaction with Metaverse significantly influences CBI for fashion brands with heritage. These must focus on fostering consumer innate innovativeness (INN) and creating memorable brand experiences (MBE) to enhance engagement in the Metaverse. The findings highlight a shift in consumer priorities, emphasizing the need for brands to adapt to the dynamic digital landscape to maintain relevance and foster strong consumer-brand relationships.

Keywords Metaverse, Consumer Brand Identification (CBI), Consumer Innate Innovativeness (INN), Memorable Brand Experiences (MBE).