Labayru, Begona Media Paz, Moisieiev, Dmytro ORCID: https://orcid.org/0000-0002-8643-7435 and Spokes, Matthew ORCID: https://orcid.org/0000-0002-6456-3879 (2025) Will Brands With Dynamic Logos Appear More Exciting And Authentic In The Metaverse? In: 57 Academy of Marketing Conference, 7-10 July 2025, Cork, Ireland.

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Abstract

This research explores how dynamic logos, as opposed to static logos, influence consumers’ perception of brand authenticity in the metaverse. An experiment in a metaverse measures responses to dynamic and static logos; particularly, brand authenticity, personality, consistency, and flow. Dynamic logos offer flexibility and adaptability beyond traditional visual identity constraints, which may better fit the exciting nature of these virtual immersive spaces and expectations about them, potentially increasing the perception of brands authenticity and excitement.

Item Type:	Conference or Workshop Item (Paper)
Status:	Published
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/12298

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