...Navid Bahmani; Atefeh Yazdanparast; Amit Bhatnagar; Dinesh Gauri Purpose Extended reality ( XR ) technologies (i.e. augmented reality [AR] and virtual reality [VR]) have changed the digital landscape in recent years and present novel opportunities to marketers for providing innovative...

...Mojtaba (Moji) Barari; Liem Viet Ngo; Sara Quach; Park Thaichon Purpose Augmented reality ( AR ) and virtual reality ( VR ) have revolutionized how firms interact with customers. The purpose of this study is to provide a systematic empirical account of (a) the comparative effects of AR versus VR...

..., 2001 ; Liarte, 2005 ; Grumbach, 2007). Immersion in virtual realities impacts real life. This impact has been the subject of work in anthropology, psychology and sociology. In these disciplines, researchers have tried to analyze this phenomenon and to study the impact of the internet and video...

...Kirsten Cowan; Seth Ketron Purpose Virtual reality (VR) is of increasing interest to marketers because it can be used to explore and proactively shape long-term futures, co-create value with consumers, and foster consumer-brand engagement. Yet, to date, the field lacks a cohesive framework...

... three virtual representation media portraying New York City, namely, photographs, 360° video and virtual reality (VR). The findings are analysed with ANCOVA analysis and PLS path modelling. Findings The findings reveal that various media indeed generate different levels of customer engagement...

... that arise. © MCB UP Limited 2003 Corporate identity Corporate image Brand identity Experience Virtual reality Corporate identity is the articulation of what an organisation is, what it stands for, what it does and how it goes about its business (especially the way it relates to its...

... environmental cues needed for users to feel a sense of “being there”. In order to reproduce the sensation of being there, the range of sensory information and their qualities needs to approach real experiences. Studies in virtual reality have experimentally demonstrated that there is a strong positive...

... Psychographics Virtual reality Sign on cyberstore front: Sorry, we’re closed, the humans are temporarily down for maintenance. When examining the issue of consumers in cyberspace, there appear to be two recurring narratives. One refers to the unidimensional perspective of marketing and how...