Improving service brand personality with augmented reality marketing
Abstract
Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims...
Paper Details
Title
Improving service brand personality with augmented reality marketing
Published Date
Nov 1, 2021
Volume
36
Issue
6
Pages
781 - 799
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