Leveraging advertising to a whole different dimension: An experimental study on the impact of VR advertising on brand personality impressions, brand attitude and purchase intentions

Laurens De Gauquier, Malaika Brengman, Kim Willems, Helena Van Kerrebroeck

Onderzoeksoutput: Conference paper

93 Downloads (Pure)
Originele taal-2English
TitelConference Proceedings of the 12th Global Brand Conference of the Academy of Marketing
Pagina's164-170
StatusPublished - 2017
EvenementProceedings of the 12th Global Brand Conference of the Academy of Marketing's SIG in Brand, Identity and Corporate Reputation. - Linnaeus University School of Business and Economics, Kalmar, Sweden
Duur: 26 apr 201728 apr 2017
https://lnu.se/en/research/conferences/global-brand-conference-2017/

Conference

ConferenceProceedings of the 12th Global Brand Conference of the Academy of Marketing's SIG in Brand, Identity and Corporate Reputation.
Land/RegioSweden
StadKalmar
Periode26/04/1728/04/17
Internet adres

Keywords

  • Virtual Reality
  • Advertising
  • Brand Personality
  • Brand Attitude
  • Purchase Intentions

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