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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/24940

Title: When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications
Authors: Van Kerrebroeck, Helena
Brengman, Malaika
Willems, Kim
Issue Date: 2017
Publisher: SPRINGER LONDON LTD
Citation: VIRTUAL REALITY, 21(4), p. 177-191
Abstract: 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.
Notes: [Van Kerrebroeck, Helena; Brengman, Malaika; Willems, Kim] Vrije Univ Brussel, Dept Business Mkt & Consumer Behav, Pl Laan 2 C2-12, B-1050 Brussels, Belgium. [Willems, Kim] Hasselt Univ, Dept Mkt & Strategy, Agoralaan Bldg D, B-3590 Diepenbeek, Belgium.
URI: http://hdl.handle.net/1942/24940
DOI: 10.1007/s10055-017-0306-3
ISI #: 000410473200002
ISSN: 1359-4338
Category: A1
Type: Journal Contribution
Appears in Collections: Research publications

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