How Augmented Reality (AR) impacts consumers’ connection to a brand

Youjung Jun ()
Additional contact information
Youjung Jun: Yonsei University

Marketing Letters, 2025, vol. 36, issue 3, No 24, 653-667

Abstract: Abstract Consumers use Augmented Reality (AR) to overlay product images or information onto their physical environment. The present research examines how brands can use AR technology to enhance brand benevolence and connect with consumers with varying shopping goals. Findings from retailer interviews, two online studies, and three lab experiments show that AR (vs. traditional non-AR mobile shopping) significantly increases self–brand connection for consumers with browsing, but not search, goals. This effect occurs because only browsers attribute higher benevolence to the brand when using AR, given its relevance to their goal of enhancing the shopping experience. These findings hold across product categories, such as desks and throw pillows. This research advances understanding of AR-powered shopping and its impact on consumer–brand connections, offering insights for marketers integrating AR.

Keywords: Augmented reality; Technology; Shopping goal; Self–brand connection (search for similar items in EconPapers)
Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11002-025-09770-w Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:36:y:2025:i:3:d:10.1007_s11002-025-09770-w

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-025-09770-w

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().