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- W4366280064 abstract "Abstract Supporters are consuming more and more sporting events through digital platforms. Brands should adapt to these new consumption patterns in order to strengthen their connection with their customers. Today, researchers and practitioners can create more interactive and enjoyable experiences through virtual reality (VR) applications. Through two studies conducted on VR during sporting events, we show that mentally representing the touch experiences of players on the field reduces the psychological distance between the supporter and the player, which strengthens the supporter's attachment to the team and, through the same attachment, to the sponsor (Study 1). We also highlight that these positive effects of VR compared to real touch (using a player's jersey) is linked to the improvement of immersion, which stimulates touch imagery (Study 2). We discuss the implications of this research for theory and practice in the sports business and other sectors." @default.
- W4366280064 created "2023-04-20" @default.
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- W4366280064 creator A5047446335 @default.
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- W4366280064 date "2023-04-18" @default.
- W4366280064 modified "2023-09-26" @default.
- W4366280064 title "Digital touch in sponsorship: Getting closer to the brand through virtual reality" @default.
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- W4366280064 doi "https://doi.org/10.1111/ijcs.12945" @default.
- W4366280064 hasPublicationYear "2023" @default.
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