Medina Labayru, Begona Paz (2025) Will brands with dynamic logos appear more authentic in the metaverse? Masters thesis, York St John University.

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Abstract

In recent years, there has been a notable increase in brands’ interest in entering the metaverse, driven by its enormous potential predicted for the years to come. However, since brand authenticity is key to brand success, it is essential to understand consumers' perception of brand authenticity in the metaverse. This study aims to provide empirical evidence on whether companies should move beyond their traditional visual identities, based on rigid norms, and adopt flexible and adaptable ones to be perceived as authentic brands in the metaverse, thereby “fitting in” and meeting consumers’ expectations. Specifically, this study examines in the metaverse how dynamic logos (flexible, adaptable, and evolving) influence the perception of brand authenticity, and the role of brand visual consistency, brand excitement, and the sense of flow. To this end, an experiment was conducted in the metaverse, where a total of 346 participants were randomly assigned to explore one of two spaces that differed only in the logo displayed (static or dynamic) and then completed a questionnaire assessing brand perceptions and flow. This research found new original links between dynamic vs static logos and brand excitement, original full mediation effect of logos on brand authenticity via brand excitement and a new fact that dynamic logos appear visually consistent in the metaverse. Furthermore, this study makes practical contributions to branding practitioners looking to create future-ready brands to stay at the forefront of the market and new trends driven by emerging technologies: brands should use dynamic logos in the metaverse as they are perceived as visually consistent, and make the brand appear more exciting and authentic.

Item Type:	Thesis (Masters)
Status:	Published
Subjects:	H Social Sciences > HF Commerce
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/13443

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