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The role of virtual reality in fostering brand experience on retail success
dc.contributor.author | Japutra, Arnold | |
dc.contributor.author | Molinillo-Jiménez, Sebastián | |
dc.date.accessioned | 2020-09-15T12:35:04Z | |
dc.date.available | 2020-09-15T12:35:04Z | |
dc.date.created | 2020-07 | |
dc.date.issued | 2020-09-15 | |
dc.identifier.uri | https://hdl.handle.net/10630/19767 | |
dc.description.abstract | 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. | en_US |
dc.description.sponsorship | Plan Andaluz de Investigación, Desarrollo e Innovación de la Junta de Andalucía, Grupo SEJ-567 (Spain). | en_US |
dc.language.iso | eng | en_US |
dc.rights | info:eu-repo/semantics/openAccess | en_US |
dc.subject | Realidad virtual | en_US |
dc.subject | Comercio al por menor | en_US |
dc.subject | Consumidores - Conducta | en_US |
dc.subject.other | Virtual reality | en_US |
dc.subject.other | Brand experience | en_US |
dc.subject.other | Retail | en_US |
dc.subject.other | Experiencia de marca | en_US |
dc.title | The role of virtual reality in fostering brand experience on retail success | en_US |
dc.type | info:eu-repo/semantics/conferenceObject | en_US |
dc.centro | Facultad de Ciencias Económicas y Empresariales | en_US |
dc.relation.eventtitle | RARCS 2020 - 27th Recent Advances in Retailing & Consumer Science Conference | en_US |
dc.relation.eventplace | Baveno (Italia) | en_US |
dc.relation.eventdate | 6 julio 2020 | en_US |