Virtual brand experience in digital reality advertising: Conceptualization and measurement

This study explores virtual brand experience (VBE), a new type of brand experience, and develops a corresponding measurement scale. The VBE scale includes five dimensions (social, intellectual, sensory, behavioral, and affective), and is validated by examining the sequential relationships among VBE, brand engagement, and consumer responses to digital reality ads. A path model shows that the social dimension is the most influential factor affecting consumer engagement with brands featured in digital reality ads. The findings indicate that VBE, given its multisensory interactive nature, can be considered equivalent to a direct experience despite it being a mediated one (i.e., indirect experience). This study contributes to the digital marketing literature and highlights the practical benefits of digital reality as a compelling branding tool in digital marketing.