 AR app-based brand engagement and outcomes: A moderated mediation approachImran Khan and Mobin Fatma Journal of Retailing and Consumer Services, 2024, vol. 76, issue C Abstract: Augmented Reality (AR) has gained increased attention in recent theory and practice owing to its potential to enhance customer responses toward brands. However, the investigation into how AR apps can foster brand-related outcomes remains to be limited. The study aims to determine how AR app-based brand engagement drives key brand-related outcomes while observing the mediating role of ‘attitude towards the brand's AR app’ and the moderating role of AR app-based brand experience. 383 responses were collected from AR app users to examine the model. The results suggest that ‘attitude towards the brand's AR app’ mediates the influence of AR app-based brand engagement on AR app-based brand love, AR app-based brand co-creation, and online review intention. AR app-based brand experience moderates the said mediation relations with a positive effect for the high AR app-based brand experience. The study ends with contributions to the theory and offers insights into how AR app-based brand engagement can advance brand-related outcomes. Keywords: AR app; Brand engagement; Experience; Attitude; Love; Co-creation; Online review intention (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003697 DOI: 10.1016/j.jretconser.2023.103618 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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