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When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications

Digital MarketingMedia MarketingInteractive MarketingVirtual RealityVividness EffectConsumer ResearchBrand DevelopmentMarketing CommunicationBrand StrategyUser ExperienceTransformational Marketing CommunicationsManagementCommunicationBrand AwarenessUser PerceptionMarketingConsumer Engagement