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The Strong Potential of Augmented Reality for Experiential Marketing
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Description
This study applied a mixed method research approach, consisting of a survey as the predominant method to assess the hypotheses as well as expert interviews to validate the quantitative results and gain further in-depth insights. The questionnaire sampled millennial consumers in Germany who recently encountered an AR brand experience. Overall, quantitative data analysis included exploratory factor analysis and multiple regression analysis for hypotheses testing, while a thematic analysis was applied on the gathered qualitative data.
The results of this thesis demonstrate that AR brand experiences have a positive impact on consumer-brand relationships. Furthermore, the key relationship drivers of AR were identified as sensory experiences incorporated through visualization and immersion, affective experience staged by storytelling and co-creation, as well as behavioral experiences crafted through location-based AR.
This thesis contributes further knowledge to the augmented reality marketing literature, consumer-brand relationship literature and experiential marketing literature, as well as suggests directions for future research. Moreover, the findings of this research facilitate marketers¿ endeavors to successfully develop AR brand experiences that foster consumer-brand relationships.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
92
Release Date:
2020-10-22
Publication Date:
2020-10-22
Publisher:
GRIN Verlag
Languages:
Original:
English
ISBN10:
3346219321
ISBN13:
9783346219329
GPSR Manufacturer Reference:
Weight:
146 g
Height:
148 cm
Width:
210 cm
Thickness:
7 cm
Condition
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The items bear minimal signs of past use, such as light scratches or memories in the form of markings. These signs of wear give the items a charming character and tell stories of their previous owners, while not affecting their functionality.
€4,49