Digital touch in sponsorship : getting closer to the brand through virtual reality
Year of publication: |
2023
|
---|---|
Authors: | Petit, Olivia ; Lorey, Thierry ; Dosquet, Frédéric |
Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 47.2023, 5, p. 1758-1771
|
Subject: | digital sensory marketing | immersion | mental imagery | psychological distance | sponsor attachment | virtual reality | Virtuelle Realität | Virtual reality | Sponsoring | Sponsorship | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Social Web | Social web | Markenführung | Brand management | Digitalisierung | Digitization | Electronic Commerce | E-commerce | Marketingmanagement | Marketing management |
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