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

• Published in: Virtual 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
• Language: English
• 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
• ISSN: 1359-4338; 1434-9957
• DOI: 10.1007/s10055-018-0344-5

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...