The human side of the brand in the metaverse

The concept of brand has undergone a significant evolution in the contemporary context, especially considering new digital frontiers such as the metaverse. In this rapidly evolving context, it is crucial to understand the role of the brand and its humanization to create meaningful connections with users. Brand identity theory emphasizes the importance of building a brand with a distinctive and authentic personality (Aaker, 1996). In digital contexts and particularly in metaverse contexts, this theory translates into the need to develop a coherent and authentic virtual identity that can resonate with users