Brand Experience via Mobile AR App Marketing

Eunyoung (Christine) Sung ()
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Eunyoung (Christine) Sung: College of Business & Entrepreneurship, Montana State University

A chapter in Augmented Reality and Virtual Reality, 2020, pp 3-9 from Springer

Abstract: Abstract The current study adapts holiday mobile marketing to consumer AR experiences by adding an additional dynamic: shared social experience. It therefore contributes to the literature related to both holiday mobile marketing and AR marketing. The study tested the efficacy of holiday AR technology marketing by enhancing authentic brand experiences and engagement. The study aims to apply the Experience Economy framework to AR marketing with additional constructs in order to understand consumer brand experience processes (mediation effects) by measuring consumer responses.

Keywords: Holiday AR app marketing; Experience economy theory; New brand experience (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-030-37869-1_1

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DOI: 10.1007/978-3-030-37869-1_1

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