文献类型：期刊文献

英文题名：Co-creation of metaverse brands equity with the impact of celebrity virtual images and real-life influence: from the perspective of experience-dominant logic

作者：Li, Shugang[1];Zhu, Boyi[1,2];Zhu, He[1];Yu, Zhaoxu[3]

机构：[1]Shanghai Univ, Sch Management, 99 Shangda Rd, Shanghai 200444, Peoples R China;[2]Zhejiang Sci Tech Univ, Sch Econ & Management, 928,2 St,Xiasha Higher Educ Pk, Hangzhou 310018, Peoples R China;[3]East China Univ Sci & Technol, Dept Automat, Shanghai 200237, Peoples R China

年份：2026

卷号：26

期号：1

起止页码：213

外文期刊名：ELECTRONIC COMMERCE RESEARCH

收录：;EI(收录号：20243717016365);WOS:【SSCI(收录号:WOS:001306549800001)】；

基金：This research was supported by the National Natural Science Foundation of China (No. 71871135 and No. 72271155).

语种：英文

外文关键词：Metaverse; Celebrity-infused entertainment activities; Experience co-creation; Brand equity co-create intention; Virtual-reality continuum

摘要：Brand equity co-creation can drive up platform value. In real world, celebrities play a crucial role in influencing brand equity co-creation. However, in metaverse celebrity-infused entertainment activities, there is a research gap in the impact of celebrities on brand equity co-create intention, which is crucial for marketing. Through a moderated mediation model, we examine the impact of celebrity virtual image and celebrity real-life influence on experience co-creation (parasocial relationship, presence) and further analyze the impact of experience co-creation on brand equity co-create intention. Additionally, we explore the moderating effect of celebrity real-life influence. Our study provides theoretical contributions by linking celebrity features to brand equity co-create intention from a virtual experiential-dominant perspective. We also find that celebrity real-life influence has a virtual-reality continuum and the characteristic of implicit priming moderating effect. We suggest that new media marketing practitioners recognize that metaverse celebrity virtual image branding and endorsement can be cost-effective while ensuring effectiveness.