Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions?

Purpose As consumers spend more time shopping online, traditional retailers are facing a decline in on-site shoppers. To help the industry in the omnichannel era, we propose that a virtual tour of a store could affect brand equity and promote store visit intentions, based on a well-established brand experience account. Design/methodology/approach The virtual tour stimuli were created using 360-degree photos of real stores. Participants explored...