Impact of Virtual Reality on Brand Value and Purchasing Behaviors
Trends related to Virtual Reality (VR) and its application in the field of advertising have been predominantly positive. Yet, there are instances where it has had a negative impact on consumer buying decisions. Evidence indicates that consumers support and invest in a brand after experiencing a VR based product simulation. However, when simulations are not realistic, or are viewed to be overwhelming they can elicit a negative brand image. My study thus aims to specifically understand if VR based advertising can reduce brand value. I thus propose a VR simulation for a top online retail brand founded on prior research and discuss its research design model to study its impact on brand value. Implications and future research are discussed.
Faculty Mentors: Malavika Sundararajan