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Enhancing Multisensory Experience and Brand Value: Key Determinants for Extended, Augmented, and Virtual Reality Marketing Applications

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Everyday Virtual and Augmented Reality

Part of the book series: Human–Computer Interaction Series ((HCIS))

Abstract

The rapid growth of extended reality (XR) technologies, such as augmented reality (AR), virtual reality (VR), and mixed reality (MR), provides avenues to turn market place into a highly innovative way of commerce. However, understanding customer’s demands, combined with scarce examples on successful marketing in virtual reality, opens a knowledge gap. To close this gap, the current chapter enrols auditing of literature from the perspective of consumer needs and market demands. Combining theoretical insights with different AR/VR technologies and their real market applications, we suggest a framework on how to augment experience, encompassing processing from attention to action. The conceptual framework could be implemented in development of appropriate high-tech AR/VR environments, providing appealing multisensory experience, and thus, enriching the brand portfolio with innovation going beyond traditional marketing practices.

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Author information

Authors and Affiliations

  1. Liverpool Business School, Liverpool John Moores University, Liverpool, UK

    Svetlana Bialkova

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  1. Svetlana Bialkova
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Correspondence to Svetlana Bialkova .

Editor information

Editors and Affiliations

  1. KU Leuven, Leuven, Belgium

    Adalberto Simeone

  2. Human-Computer Interaction Group, University of Trier, Trier, Germany

    Benjamin Weyers

  3. Liverpool Business School, Liverpool John Moores University, Liverpool, UK

    Svetlana Bialkova

  4. HIT Lab NZ, University of Canterbury, Christchurch, New Zealand

    Robert W. Lindeman

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Bialkova, S. (2023). Enhancing Multisensory Experience and Brand Value: Key Determinants for Extended, Augmented, and Virtual Reality Marketing Applications. In: Simeone, A., Weyers, B., Bialkova, S., Lindeman, R.W. (eds) Everyday Virtual and Augmented Reality. Human–Computer Interaction Series. Springer, Cham. https://doi.org/10.1007/978-3-031-05804-2_7

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  • DOI: https://doi.org/10.1007/978-3-031-05804-2_7

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-05803-5

  • Online ISBN: 978-3-031-05804-2

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