When brands come to life: Experimental research on the vividness effect of Virtual Reality in transformational marketing communications

Helena Marianne Van Kerrebroeck, Malaika Brengman, Kim Willems

Onderzoeksoutput: Article

79 Citaten (Scopus)
219 Downloads (Pure)

Samenvatting

Mobile Virtual Reality provides a gateway for marketers to innovatively reach consumers. This study examines the impact of Virtual Reality in the context of transformational brand experience appeals, focussing specifically on the determining role of vividness. A three-dimensional conceptual framework is presented, offering a systematic review of the literature on vividness effects in marketing communications, revealing the major gap that most available studies only focus on informational messages. We conducted an experiment to address this gap and demonstrate in the context of a transformational ad that Virtual Reality generates higher perceptions of vividness and presence than a regular two-dimensional video, with vividness positively affecting attitude toward the ad, both directly and indirectly via presence. Our study also reveals that vividness in turn elicits a positive effect on brand attitudes which stimulates consumers’ purchase intentions. As such, the strategic potential of Virtual Reality for marketing communications is highlighted.

Originele taal-2English
Pagina's (van-tot)177-191
Aantal pagina's15
TijdschriftVirtual Reality
Volume21
Nummer van het tijdschrift4
DOI's
StatusPublished - nov 2017
Evenement45th European Marketing Conference, EMAC 2016 - BI Norwegian Business School, Oslo, Norway
Duur: 24 mei 201627 mei 2016

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