Guest Editorial: The Influence of Virtual Reality (VR) and Augmented Reality (AR) Technologies on Global Brands in Transforming Global Marketing
Jayawardena, Nirma Singh, P. Vrontis, D.
Jayawardena, Nirma
Singh, P.
Vrontis, D.
Publication Date
2026-09
End of Embargo
Supervisor
Keywords
Rights
Peer-Reviewed
No
Open Access status
closedAccess
Accepted for publication
Institution
Department
Awarded
Embargo end date
Collections
Additional title
Abstract
Several recent studies have shown a growing demand for the use of augmented reality (AR) and virtual reality (VR) technologies to promote globally recognized products and services (Kshetri & Dwivedi, 2024; Fan et al., 2025; Sidorenko-Bautista et al., 2025). Gucci, for example, allows users to try on items, such as sneakers, virtually through its mobile app (Widyani, 2021). This is especially evident when comparing destination marketing campaigns, such as VisitScotland and Australia.com (Ferm & Thaichon, 2021; Jayawardena et al., 2023), which utilize 360-degree videos. IKEA uses AR through its IKEA Place app to help customers visualize how furniture will look in their homes (Ozturkcan, 2021).
Version
No full-text in the repository
Citation
Jayawardena N, Singh P and Vrontis D (2026) Guest Editorial: The Influence of Virtual Reality (VR) and Augmented Reality (AR) Technologies on Global Brands in Transforming Global Marketing. Journal of Global Marketing. Accepted for publication.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Editorial