European Journal of Business and Management
The effect of immersive sustainability storytelling in 360° virtual reality on the emotional experience and sustainable brand image of a luxury brand
Abstract
This study aims to investigate the effect of two types of sustainability storytelling by a luxury brand (immersive vs non-immersive) on sustainable brand image. A laboratory experiment was conducted with 110 consumers. . The results showed that immersive sustainability storytelling in 360° virtual reality elicits a more emotional experience than non-immersive sustainability storytelling. Furthermore, the results showed that the emotional experience positively influences the sustainable brand image.
Keywords: Storytelling; virtual reality; sustainability; emotional experience; sustainable brand image
DOI: 10.7176/EJBM/17-10-05
Publication date: December 30th 2025
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ISSN (Paper)2222-1905 ISSN (Online)2222-2839
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