...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...

... Standards Institution, 1995). Corporate identity Corporate image Brand identity Experience Virtual reality © MCB UP Limited 2003 This difference in timescale is crucial. “Raw” identities may be attractive and resonate with target audiences when launched, but do not go much beyond...

... Consumer marketing Internet 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...

... to these consumer experiences and projects what the consequences of these experiences may be as they apply to marketing. © MCB UP Limited 1998 Communications technology Consumer behaviour Consumer marketing Internet Telemarketing Virtual reality Cyber technology is defined as any...