Leveraging advertising to a higher dimension: experimental research on the impact of virtual reality on brand personality impressions

As new advertising formats emerge, research regarding their effectiveness is called for. Since the emergence of virtual reality (VR) technology, several brands have started implementing VR advertising in their communication strategies. The research objective of this study is to examine whether mobil...

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Published inVirtual reality : the journal of the Virtual Reality Society Vol. 23; no. 3; pp. 235 - 253
Main Authors De Gauquier, Laurens, Brengman, Malaika, Willems, Kim, Van Kerrebroeck, Helena
Format Journal Article
LanguageEnglish
Published London Springer London 01.09.2019
Springer Nature B.V
Subjects
Advertising
Artificial Intelligence
Attitudes
Augmented Reality and Commerce
Computer Graphics
Computer Science
Consumer attitudes
Effectiveness
Image Processing and Computer Vision
Personality
Ruggedness
S.I. : Virtual Reality
User Interfaces and Human Computer Interaction
Virtual reality
Brand personality
Advertising
Brand attitude
Purchase intentions
Virtual reality
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Summary:As new advertising formats emerge, research regarding their effectiveness is called for. Since the emergence of virtual reality (VR) technology, several brands have started implementing VR advertising in their communication strategies. The research objective of this study is to examine whether mobile VR advertising can positively impact managerially relevant brand outcome variables [brand personality (BP) impressions, brand attitude and purchase intentions] compared to traditional 2D advertising. An experimental between-subjects design comprising 160 respondents reveals a significant difference in impact between 2D and VR advertising on three out of five BP dimensions (namely ‘excitement’, ‘sophistication’ and a marginal effect on ‘ruggedness’). Furthermore, mobile VR advertising evokes significantly more positive consumer attitudes and higher purchase intentions than mobile 2D ads. The findings of this study imply that mobile VR advertising can be effective for brand managers who are in search of bringing their brands to life and who aim to obtain more positive consumer attitudes and higher purchase intentions towards their brands.
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ISSN:1359-4338
1434-9957
DOI:10.1007/s10055-018-0344-5