Virtual brand experience in digital reality advertising: Conceptualization and measurement

Heejun Lee, Chang Hoan Cho

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)300-313
Number of pages14
JournalJournal of Consumer Behaviour
Issue number2
Publication statusPublished - 2023 Mar 1

Bibliographical note

Publisher Copyright:
© 2022 John Wiley & Sons Ltd.

All Science Journal Classification (ASJC) codes

  • Social Psychology
  • Applied Psychology


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