KOREASCHOLAR

PROMOTING PERCEIVED GREEN BRAND TRUSTWORTHINESS THROUGH VIRTUAL REALITY: A CONCEPTUAL FRAMEWORK

Costanza Dasmi, Anna Marrucci, Faheem Uddin Syed, Gaetano Aiello
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422218
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.234-238
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The objective of this research is to analyze the importance of Virtual Reality (VR) in digitally promoting perceived online trust toward green brands. We propose a conceptual framework based on Stimulus-Organism-Response to understand whether VR can increase cognitive and affective experiential state and customers' perceived trust toward green brands.

Keyword
Luxury FashionBrand EngagementOmnichannel CommunicationSustainability
Author
  • Costanza Dasmi(University of Pisa, Italy)
  • Anna Marrucci(University of Pisa, Italy)
  • Faheem Uddin Syed(University of Pisa, Italy)
  • Gaetano Aiello(University of Florence, Italy)