Augmented reality marketing: How mobile AR-apps can improve brands through inspiration

Augmented Reality (AR) is a promising and growing field in marketing research and practice. Very little is known if, how, and why AR-apps can impact consumers’ perception and evaluation of brands. The following research presents and empirically tests a framework that theorizes how consumers perceive and evaluate the benefits and augmentation quality of AR apps, and how this evaluation drives subsequent changes in brand attitude. The study...