Brand heritage matters: the challenges of maintaining continuity in the metaverse

Purpose This study aims to investigate how brand heritage cues influence perceived brand continuity, brand evaluation and purchasing behavior when heritage brands introduce virtual products in the metaverse. Specifically, it examines whether emphasizing heritage enhances or diminishes consumers’ perceived brand continuity and explores the effectiveness of strategically framing a brand’s metaverse entry as continuous with its origins. Design/methodology/approach Four experimental studies were conducted using online and offline lab experiments involving actual interactions on a metaverse platform (Zepeto). The experiments systematically manipulated brand heritage salience, luxury versus nonluxury brand positioning and framing of the brand’s origin (continuous vs discontinuous). Findings Heritage cues significantly reduced perceived brand continuity, negatively influencing brand evaluation and purchasing behavior across both luxury and nonluxury brands. However, framing a heritage brand’s entry into the metaverse as continuous with its origin significantly enhanced perceived continuity, resulting in improved brand evaluations and increased actual purchases within the metaverse. Practical implications Heritage brand managers should carefully manage heritage communication in virtual commerce settings. Rather than solely emphasizing traditional heritage cues, managers can strategically frame their metaverse entry as a natural extension of their brand’s historical identity, enhancing perceived continuity and consumer engagement. Originality/value This research makes a unique contribution by demonstrating how traditional brand heritage, often seen as advantageous, can become a liability in virtual environments. It further identifies framing continuity with the brand’s origins as a critical strategy for successfully introducing heritage brands into innovative digital platforms such as the metaverse.