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)

Humanoid Robot Pepper at a Belgian Chocolate Shop. - Laurens De Gauquier; Hoang-Long Cao; Pablo Gómez Esteban; Albert De Beir; Stephanie van de Sanden; Kim Willems; Malaika Brengman; Bram Vanderborght (HRI (Companion), 2018)

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)

Covid-19 and mobile payment in Belgium: Closing the digital divide or just for the young, social, and impulsive? - Johan Hellemans; Kim Willems; Malaika Brengman (Electron. Commer. Res., 2023)

Augmenting the reality of decision-making: Comparing and combining product experiences' influence on choice difficulty and mental imagery. - Maaike Ven; Lieve Doucé; Kim Willems; Felitsa Rademakers; Malaika Brengman; Philippine Louail (Electron. Mark., 2025)