VR Brand Interactions: How VR Influences the Holistic Brand Experience and the Consumer Decision Journey

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Kostyk, Alena; Dessart, Laurence; Cowan, Kirsten

2023 • 8th International XR-Metaverse Conference

Peer reviewed

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https://hdl.handle.net/2268/303583

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Keywords :

virtual reality; brand management; consumer decision-making; consumer journey

Disciplines :

Marketing

Author, co-author :

Kostyk, Alena; University of Glasgow [GB]

Dessart, Laurence ; Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing et intelligence stratégique

Cowan, Kirsten; University of Edinburgh [GB]

Language :

English

Title :

VR Brand Interactions: How VR Influences the Holistic Brand Experience and the Consumer Decision Journey

Publication date :

2023

Event name :

8th International XR-Metaverse Conference

Event organizer :

University of Nevada

Event place :

Las Vegas, United States

Event date :

28-30 June 2023

Audience :

International

Peer reviewed :

Peer reviewed

Available on ORBi :

since 06 June 2023

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