Helena Van Kerrebroeck

Vrije Universiteit Brussel | VUB · Business (BUSI)

Purpose As online travel marketing is evermore gaining importance, in particular regarding the pre-purchase presentation of travel destinations, it is imperative to examine how various media can engage consumers. The purpose of this paper is to identify how three prominent virtual representation media in tourism marketing differ regarding their pot...

As new advertising formats emerge, research regarding their effectiveness is called for. Since the emergence of virtual reality (VR) technology, several brands have started implementing VR advertising in their communication strategies. The research objective of this study is to examine whether mobile VR advertising can positively impact manageriall...

The rise of augmented reality (AR) technology presents e-retailers with new opportunities. According to previous research, it is a technology that can positively affect engagement, brand recall and purchase confidence. Mobile-enabled augmented reality differs from regular mobile phone use as the technology virtually overlays images or information t...

Purpose A major factor hampering the continuing and explosive rise of e-commerce, particularly for experience goods, is the lack of tactile information that could help to reduce uncertainty in consumer purchase decision making online. The purpose of this paper is to identify the specific touch-related properties worthwhile to enable in online retai...

Crowding is largely associated with negative consumer outcomes such as shopping irritation and lower levels of shopping pleasure, less positive attitudes and less satisfaction toward the crowded store or mall. While previous research demonstrated the alleviating effect of slow music and greenery on this negative impact of high perceived crowding, t...

The purpose of the current study is to examine whether VR advertising can positively impact managerially relevant brand outcome variables, such as brand personality perceptions, consumer attitudes toward the brand and purchase intentions.

Mobile Virtual Reality provides a gateway for marketers to innovatively reach consumers. This study examines the impact of Virtual Reality in the context of transformational brand experience appeals, focussing specifically on the determining role of vividness. A three-dimensional conceptual framework is presented, offering a systematic review of th...