2026-10-14T11:00:13Z https://www.scidb.cn/oai

10.57760/sciencedb.0136u 2026-09-28T10:38:03Z

2026-09-28 Dataset Description (for Science Data Open‑Access Platform) doi:10.57760/sciencedb.0136u en This dataset contains empirical materials for the research article Mimicry over Authenticity: The Impact of Consumer Virtual Avatar Anthropomorphism on Brand Loyalty. The study explores how visual anthropomorphism of user‑customized avatars within branded virtual spaces shapes avatar identification and subsequent brand loyalty, based on self‑expansion theory and social identity theory. The dataset integrates qualitative interview transcripts and quantitative survey experimental data, following standardized social‑science data‑processing procedures for open sharing. avatar; brand loyalty; consumer behavior Shuining Wang Tongyao Zhang PUBLIC https://creativecommons.org/licenses/by-nc-sa/4.0/ dataset Science Data Bank