When brands come to life: Experimental research on the vividness effect of virtual reality in transformational marketing communications

Article, Conference object English OPEN
Van Kerrebroeck, Helena; Brengman, Malaika; Willems, Kim;
(2016)
  • Publisher: LONDON
  • Related identifiers: doi: 10.1007/s10055-017-0306-3
  • Subject: Virtual Reality; Vividness; Marketing communications; Presence; Brand attitudes

Mobile Virtual Reality provides a gateway for marketers to innovatively reach consumers. This study examines the impact of Virtual Reality in the context of transformational brand experience appeals, focussing specifically on the determining role of vividness. A three-d... View more
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