Nano-scale VR modeling for the study of corporate visual identity and purchase intention impacts

In this research, w discusses the use of nano-scale Virtual Reality (VR) modeling as a mechanism to understand the nature of corporate visual identity (CVI) on consumer purchase intention. Although other studies have analyzed VR in marketing and CVI as a brand perception determinant, there is a lack of research studies that have utilized these dimensions in a simulation-based research. A nano-scale VR environment was created in this work to depict minor differences in the logo design, color schemes, typography, and spatial brand components. One hundred and twenty participants were shown controlled VR brand scenarios and their answers were then a subject of structural equation modelling. The findings indicate that the effect of immersive nano-scale VR modeling is significant in increasing the level of consumer perception of CVI coherence (β = 0.67, p < 0.01), which consequently has a positive impact on purchase intention (β = 0.58, p < 0.01). Moreover, the brand familiarity was also observed to mediate this relationship whereby more pronounced effects were observed in less familiar brands. The results indicate that nano-scale VR modelling is an effective technique, which can be used to test and optimise corporate visual identity strategy before being put into practice in the market. The study can add value to the practice of marketing and design because it gives empirical evidence of the potential role that advanced VR simulations can play in the decision-making of consumers and the performance of a brand.