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

Costanza Dasmi; Anna Marrucci; Faheem Uddin Syed; Gaetano Aiello

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

Costanza Dasmi, Anna Marrucci, Faheem Uddin Syed, Gaetano Aiello

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/422218

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Global Marketing Conference

2023 Global Marketing Conference at Seoul (2023.07)
pp.234-238

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

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.

키워드

Luxury Fashion Brand Engagement Omnichannel Communication Sustainability

저자

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)

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