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The impact of immersive experiences on brand attitude: the role of personal values of generation z
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Resumo(s)
New trends are pressuring companies to creating unique experiences for consumers. Existent
research has not fully addressed the role of Gen Z’s values in consumption. This research
examines the influence of immersive experiences on brand attitude and the impact of Gen Z’s
personal values. By means of an explorative, qualitative study, in-depth interviews were
conducted among students. Drawing on theory and insights from interviews, the study proposes
that immersive experiences positively influence brand attitude, with this effect amplified when
they align with their personal values. The study contributes to existing literature and provides
managers with insights into Gen Z’s behavior.
Descrição
Palavras-chave
Generation z Immersive eExperience Brand attitude Personal values CEMS MIM