Virtual reality (VR) has become a new playground for brands and advertisers. However, empirical evidence for the effectiveness of VR branded content is still scarce. The aim of this study is therefore to examine the effectiveness of branded content in virtual space and the role of presence in the processing of brand information when playing a branded VR game. An experiment (N = 81) was conducted (using HTC Vive hardware) and showed that playing branded VR games can improve (implicit) brand memory. Moreover, the study showed that the increase in immersion experienced from playing a branded VR game strengthens players’ brand memory.
|Title of host publication||Augmented Reality and Virtual Reality|
|Subtitle of host publication||Changing realities in a dynamic world|
|Editors||Timothy Jung, M. Claudia tom Dieck, Phillip A. Rauschnabel|
|Publication status||Published - 2020|