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Immersive Impact: Sport Virtual Reality Effects on Brand Recall and Recognition

Derek Walton

Sport Marketing Quarterly2025https://doi.org/10.32731/smq.341.032025.04article
AJG 1ABDC B
Weight
0.37

What the paper says

As sports consumers seek alternative means of sports consumption through virtual reality (VR) experiences, this study seeks to understand how VR-induced psychological response affects consumer cognitive processing specific to sponsorship messaging. To achieve this, the medium of sport consumption was manipulated (i.e., 2D digital broadcast vs. VR) in which spectator telepresence, brand recall, and brand recognition of sponsorship messaging were compared. A significant MANOVA result was obtained (Wilks' Lambda = .54, F(3, 62) = 17.49, p < .001, n 2 = .46), and a between-subjects analysis indicated that VR sport broadcast consumption had a significant effect on spectator brand recall and telepresence rates. Findings suggest marketing VR as a more immersive (i.e., interactive and vivid) digital experience for those seeking to spectate sport remotely yet support the ideas of the limited capacity model of mediated message processing in that VR impedes one's ability to recall brand messaging.

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https://doi.org/https://doi.org/10.32731/smq.341.032025.04

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@article{derek2025,
  title        = {{Immersive Impact: Sport Virtual Reality Effects on Brand Recall and Recognition}},
  author       = {Derek Walton},
  journal      = {Sport Marketing Quarterly},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.32731/smq.341.032025.04},
}

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Immersive Impact: Sport Virtual Reality Effects on Brand Recall and Recognition

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.