[en] In three studies (a lab experiment, a field experiment, and a qualitative study), this
research investigates memories formed by tourism brand experiences in VR.
Specifically, this work establishes to what extent tourism brand experiences in VR are
remembered by consumers as direct brand interactions, why and how VR experiences
affect memories, and to what extent the episodic and semantic memories of the
tourism brand are formed in VR. Moreover, using a bespoke VR environment and
adopting a longitudinal approach, this study evidences how accuracy and confidence in
episodic and semantic memories of a tourism brand formed in VR evolve over time.
Theoretical and managerial implications are considered.
Disciplines :
Marketing
Author, co-author :
Kostyk, Alena
Cowan, Kirsten; University of Edinburgh [GB] > Marketing
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