<b>Enhancing Customer Experience: A Holistic Brand Strategy in the Metaverse</b>

The metaverse, dubbed the “new version of the digital world,” promises to fundamentally transform how customers interact with brands. This study regards the metaverse brand experience as a strategic resource initiated by organizations and analyzes how organizations manage brand experiences through metaverse technologies. Based on interviews with eight managers from different firms and 45 articles related to metaverse brand strategy from two industry platforms, a three-faceted, holistic metaverse brand strategy framework emerges: metaverse brand strategy drivers differentiate between internal and external factors, routes to enhance brand experiences refer to stimulating customer-system and customer-customer interactions, and metaverse brand experience value explains the transformation of brand relationships. This study contributes to the literature on digital marketing by providing theoretical insights into metaverse-mediated brand experiences.