Proceedings of the 2nd International Conference on Art Design and Digital Technology, ADDT 2023, September 15–17, 2023, Xi’an, China

Research Article

The Impact of Virtual Reality on the Brand Identity and Loyalty of Time-honored Brands

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  • @INPROCEEDINGS{10.4108/eai.15-9-2023.2340890,
        author={Jie  Hu},
        title={The Impact of Virtual Reality on the Brand Identity and Loyalty of Time-honored Brands},
        proceedings={Proceedings of the 2nd International Conference on Art Design and Digital Technology, ADDT 2023, September 15--17, 2023, Xi’an, China},
        publisher={EAI},
        proceedings_a={ADDT},
        year={2024},
        month={1},
        keywords={virtual reality brand identity brand loyalty time-honored brands},
        doi={10.4108/eai.15-9-2023.2340890}
    }
    
  • Jie Hu
    Year: 2024
    The Impact of Virtual Reality on the Brand Identity and Loyalty of Time-honored Brands
    ADDT
    EAI
    DOI: 10.4108/eai.15-9-2023.2340890
Jie Hu1,*
  • 1: Hefei Vocational College of Economics and Technology
*Contact email: 1154690090@qq.com

Abstract

Virtual Reality (VR) is a technology that creates immersive and realistic experiences for users by simulating various aspects of the physical world. VR can be a powerful tool for time-honored brands to create engaging experiences for their customers, and to communicate and enhance their brand identity and loyalty. However, there is a lack of empirical research on how VR affects these outcomes, and what are the best practices and principles for designing VR applications for this context. This paper aims to fill this research gap by conducting a survey with 200 customers of four time-honored brands from different industries, and measuring their perceptions of brand identity, brand loyalty, community experience, and cognitive load before and after using VR applications designed by the brands. The paper reports the research findings, which show that VR had a positive impact on these outcomes, and that different brands had different effects on these outcomes.