Escaping the crowd: An experimental study on the impact of a Virtual Reality experience in a shopping mall. - Helena Van Kerrebroeck; Malaika Brengman; Kim Willems (Comput. Hum. Behav., 2017)

When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications. - Helena Van Kerrebroeck; Malaika Brengman; Kim Willems (Virtual Real., 2017)

Can't touch this: the impact of augmented reality versus touch and non-touch interfaces on perceived ownership. - Malaika Brengman; Kim Willems; Helena Van Kerrebroeck (Virtual Real., 2019)

Leveraging advertising to a higher dimension: experimental research on the impact of virtual reality on brand personality impressions. - Laurens De Gauquier; Malaika Brengman; Kim Willems; Helena Van Kerrebroeck (Virtual Real., 2019)