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dc.contributor.authorJaputra, Arnold
dc.contributor.authorMolinillo-Jimenez, Sebastian 
dc.date.accessioned2020-09-15T12:35:04Z
dc.date.available2020-09-15T12:35:04Z
dc.date.created2020-07
dc.date.issued2020-09-15
dc.identifier.urihttps://hdl.handle.net/10630/19767
dc.description.abstractThe 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.sponsorshipPlan Andaluz de Investigación, Desarrollo e Innovación de la Junta de Andalucía, Grupo SEJ-567 (Spain).en_US
dc.language.isoengen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectRealidad virtualen_US
dc.subjectComercio al por menoren_US
dc.subjectConsumidores - Conductaen_US
dc.subject.otherVirtual realityen_US
dc.subject.otherBrand experienceen_US
dc.subject.otherRetailen_US
dc.subject.otherExperiencia de marcaen_US
dc.titleThe role of virtual reality in fostering brand experience on retail successen_US
dc.typeinfo:eu-repo/semantics/conferenceObjecten_US
dc.centroFacultad de Ciencias Económicas y Empresarialesen_US
dc.relation.eventtitleRARCS 2020 - 27th Recent Advances in Retailing & Consumer Science Conferenceen_US
dc.relation.eventplaceBaveno (Italia)en_US
dc.relation.eventdate6 julio 2020en_US


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