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Leveraging advertising to a higher dimension: experimental research on the impact of virtual reality on brand personality impressions

Behavioral SciencesAdvertisingBrand Personality ImpressionsDigital MarketingExperimental ResearchPersonal BrandingInteractive MarketingVirtual RealityManagementUser ExperienceConsumer ResearchConsumer BehaviorBrand AwarenessUser PerceptionMarketingConsumer Attitude