Brands in virtual reality games: Affective processes within computer-mediated consumer experiences

• Head-mounted display (HMD) virtual reality (VR) facilitates consumer learning. Virtual product appeal strengthens the effect of branded VR games on brand attitude. Brands in head-mounted can elicit emotional response. Emotional response mediates responses. marketing is here to stay—or at least that what generally believed. hardware rapidly becoming more accessible general public, and businesses have started adopting as an experiential platform. In this study, we examine two affective mechanisms play a role workings HMD context: (1) (2) We conducted between-subjects (branded game vs. non-branded game) lab experiment ( N = 81) among young adults who were recruited via university’s recruitment system. During experiment, participants used HTC Vive with hand-held controllers. The results show brands Moreover, responses, which subsequently drive attitude purchase intention.