Search Results - subject:"Reality."

The emperor's new clothes : self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes

Lavoye, Virginie; Sipilä, Jenni; Mero, Joel; … - In: The journal of services marketing 37 (2023) 10, pp. 1-21

Persistent link: https://www.econbiz.de/10014473563

Conceptualization and development of a scale for brand experience in extended reality

Jeon, Joo-Eon - In: Global business and finance review 28 (2023) 6, pp. 1-22

Purpose: This study aims to conceptualize the brand experience that users' avatars can experience on an XR platform and develop items to measure it. Design/methodology/approach: The author presents both a conceptual analysis of brand experience in XR (BXIXR) and a BXIXR scale by conducting a...

Persistent link: https://www.econbiz.de/10014443247

Augmented reality for innovation : education and analysis of the glacial retreat of the Peruvian Andean snow-capped mountains

Zapata-Paulini, Joselyn; Cabanillas-Carbonell, Michael; … - In: Journal of open innovation : technology, market, and … 9 (2023) 3, pp. 1-12

, implementing augmented reality technology to obtain an interactive link. To provide greater detail of the situation, previous …

Persistent link: https://www.econbiz.de/10014502934

The influence of augmented reality on e-commerce : a case study on fashion and beauty products

Gabriel, Adelya; Ajriya, Alina Dhifan; Fahmi, Cut Zahra … - In: Cogent business & management 10 (2023) 2, pp. 1-20

try-on feature based on augmented reality (AR) could be a solution. This study aims to determine the effect of …

Persistent link: https://www.econbiz.de/10014504942

Making the metaverse real

Zalan, Tatiana; Barbesino, Paolo - In: Digital business 3 (2023) 2, pp. 1-7

Key stakeholders across different industries with competing visions, motivations and technology bets are investing significant financial resources in developing the building blocks of the metaverse. The purpose of this opinion piece aimed primarily at practitioners is to explore the key...

Persistent link: https://www.econbiz.de/10014465248

Metaverse technologies in product management, branding and communications : virtual and augmented reality, artificial intelligence, non-fungible tokens and brain-computer interface

Kshetri, Nir - In: Central European Management Journal 31 (2023) 4, pp. 511-521

Persistent link: https://www.econbiz.de/10014515845

Marketing in the Metaverse : exploring marketing opportunities and potential pitfalls

Wannow, Stefanie; Beck, Chiara - In: Zukunft des Marketings, (pp. 57-76). 2023

Unternehmen aus verschiedenen Branchen wie Gaming, Reisen und Einzelhandel erkunden derzeit, welche Marketingpotenziale das Metaverse bietet. Es besteht jedoch noch große Unsicherheit über effektive Strategien in dieser neuen "Welt". Da die Forschung noch am Anfang steht, möchten wir zu einem...

Persistent link: https://www.econbiz.de/10014516198

Immersive virtual reality helps to promote pro-environmental norms, attitudes and behavioural strategies

Kleinlogel, Emmanuelle P.; Schmid Mast, Marianne; … - In: Cleaner and responsible consumption 8 (2023), pp. 1-8

gestures. Results revealed that receiving pro-environmental knowledge while being immersed in virtual reality led to greater … effectiveness of using immersive virtual reality to conduct such campaigns. …

Persistent link: https://www.econbiz.de/10014517035

From tablet to table : how augmented reality influences food desirability

Fritz, William; Hadi, Rhonda; Stephen, Andrew - In: Journal of the Academy of Marketing Science 51 (2023) 3, pp. 503-529

Persistent link: https://www.econbiz.de/10014251232

Could vocational education benefit from augmented reality and hypervideo technologies? : an exploratory interview study

Candido, Vito; Raemy, Patric; Amenduni, Francesca; … - In: International journal for research in vocational … 10 (2023) 2, pp. 138-167

reality (AR) and hypervideo (HV) technologies to support their teaching practice. Vocational education and training (VET) is …

Persistent link: https://www.econbiz.de/10014312440