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Article
Virtual World Affordances: Enhancing Brand Value
Journal of Virtual Worlds Research
  • SoRa Park
  • Fiona Fui-Hoon Nah
  • David DeWester
  • Brenda Eschenbrenner
  • Sunran Jeon, Butler University
Document Type
Article
Publication Date
1-1-2008
DOI
http://dx.doi.org/10.4101/jvwr.v1i2.350
Abstract

Virtual worlds are three-dimensional, computer-generated worlds that are a natural extension of the existing Internet. Although many businesses are jumping on the bandwagon to maintain a presence in virtual worlds, there is no well-established knowledge or theory to guide businesses in their involvement in these environments. In this paper, we identify affordances in the virtual worlds that can be used to increase the state of flow experienced in a business virtual site, which in turn may enhance brand equity, or the perceived added value of a brand to customers. We present a conceptual model that can be used to guide future research and industry practice on business implications of the virtual worlds.

Rights

Originally published by Journal of Virtual Words Research under a Creative Commons Attribution Non-Commercial No-Derivatives 3.0 License in JVWR, 2008, Volume 1, Issue 2.

Citation Information
SoRa Park, Fiona Fui-Hoon Nah, David DeWester, Brenda Eschenbrenner, et al.. "Virtual World Affordances: Enhancing Brand Value" Journal of Virtual Worlds Research Vol. 1 Iss. 2 (2008)
Available at: http://works.bepress.com/nahf/69/