2026-06-07T07:48:09Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/197672026-02-03T12:06:36Zcom_10630_2254col_10630_37959
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Japutra, Arnold
author
Molinillo-Jiménez, Sebastián
2020-09-15T12:35:04Z
2020-09-15T12:35:04Z
2020-09-15
https://hdl.handle.net/10630/19767
The aim of the current study is to increase our understanding of the role of VR in shaping brand experience within the retailing context. Data was collected from a lab experiment. Participants were asked to imagine that they were planning to visit a mall. In the experiment, participants had a pre-experience with a real mall by watching a 360-degree video with technologies with varying degrees of technological embodiment (i.e. destock PC, smartphone and VR HMD). The results contribute to the growing literature on retail brand management and this would be one of the first studies to enhance our understanding of how new technologies shape and develop brand experience within the retailing sector.
eng
Realidad virtual
Comercio al por menor
Consumidores - Conducta
The role of virtual reality in fostering brand experience on retail success
conference output
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URL
https://riuma.uma.es/bitstreams/61d107b8-1b4f-4e66-8a41-23152a63919c/download
File
MD5
a9395b3c7ab4a7e30f703b574eefc45e
39585
application/pdf
Abstract The Role of Virtual Reality - RIUMA.pdf