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PROMOTING PERCEIVED GREEN BRAND TRUSTWORTHINESS THROUGH VIRTUAL REALITY: A CONCEPTUAL FRAMEWORK
Costanza Dasmi,Anna Marrucci,Faheem Uddin Syed,Gaetano Aiello 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The objective of this research is to analyze the importance of Virtual Reality (VR) in digitally promoting perceived online trust toward green brands. We propose a conceptual framework based on Stimulus-Organism-Response to understand whether VR can increase cognitive and affective experiential state and customers' perceived trust toward green brands.
Costanza Dasmi,Olga Nechaeva 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The paper examines how omnichannel communication of sustainability of luxury fashion brands enhance consumer brand engagement. We propose a multiple case study of four Italian high-end fashion brands. The study advances the literature on sustainable luxury fashion and omnichannel communication and offers guidelines for managers to effectively communicate sustainability.
Kniazeva Maria,Aiello Gaetano,Dasmi Costanza,Mazzoli Valentina,Nechaeva Olga,Syed Faheem Uddin 한국마케팅과학회 2024 Journal of Global Fashion Marketing Vol.15 No.1
Why do fashion brands enter the metaverse when the benefits of using this virtual reality space are not yet clear to the industry? What motivates them to venture into the complex world of digital platforms and ecosystems? Do luxury and fast fashion companies share the same motivations for entering the metaverse? These research questions guide the study which seeks to understand the motivational factors driving fashion brands to establish a presence in the metaverse. To achieve our research objective, we employ qualitative research methods and follow a grounded theory approach. Through a content analysis of publicly available website publications containing insights from fashion industry leaders, we identify commonalities and distinctions in the motivational factors leading luxury and fast fashion brands into the metaverse. The study contributes to the theoretical comprehension of the metaverse as a new strategic platform for the fashion industry and highlights practical implications intended to assist industry managers contemplating entry into this virtual reality space.