Virtual worlds such as Second Life, have millions of users worldwide. Virtual world "residents" wield huge purchasing power, and use real money in the online ec

A new experience of identity is emerging within the digital apparatus under the rubric of “avatar.” This study develops “concept avatar” as an opportuni

Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and o