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Using the FIMIX-PLS procedure (Ringle et al., 2009), an axiological measurement instrument for brand value and formative modeling techniques, the authors identify segments of consumers with different perceptions of value for each brand. The analysis shows a clear difficulty in establishing \u2018emotional\u2019 rapport with consumers in Second Life.<\/p>","DOI":"10.4018\/ijom.2011010101","type":"journal-article","created":{"date-parts":[[2011,10,19]],"date-time":"2011-10-19T12:42:45Z","timestamp":1319028165000},"page":"1-11","source":"Crossref","is-referenced-by-count":5,"title":["Segmenting Brand Value Perceptions of Consumers in Virtual Worlds"],"prefix":"10.4018","volume":"1","author":[{"given":"Stuart J.","family":"Barnes","sequence":"first","affiliation":[{"name":"University of East Anglia, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jan","family":"Mattsson","sequence":"additional","affiliation":[{"name":"Roskilde University, Denmark and ESC Rennes School of Business, France"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"ijom.2011010101-0","doi-asserted-by":"publisher","DOI":"10.2307\/3151897"},{"issue":"3","key":"ijom.2011010101-1","first-page":"195","article-title":"Brand value in virtual worlds: an axiological approach.","volume":"9","author":"S. 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(2006, May 23-26). Modelling marketing relationships: a philosophical value approach. In Proceedings of the 35th European Marketing Academy Conference, Athens, Greece."},{"key":"ijom.2011010101-25","unstructured":"New Business Horizons. (2009). Companies and organisations in Second Life \u2013 portal. Retrieved April 21, 2008, from http:\/\/www.nbhorizons.com\/list.htm"},{"key":"ijom.2011010101-26","article-title":"Quality of virtual life (QOVL)","author":"T. P.Novak","journal-title":"Transformative consumer research for personal and collective well being: Reviews and frontiers"},{"key":"ijom.2011010101-27","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.12.1.103"},{"key":"ijom.2011010101-28","unstructured":"Ringle, C. M., Wende, S., & Will, A. (2005). SmartPLS 2.0 (beta). 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