Holm, AlisonHermanns, Melissa Alena2024-09-132023-09-132023-06-26http://hdl.handle.net/10362/171686New 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.engGeneration zImmersive eExperienceBrand attitudePersonal valuesCEMS MIMmaster thesis203517172