期刊
JOURNAL OF BUSINESS RESEARCH
卷 136, 期 -, 页码 284-292出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2021.07.040
关键词
Luxury brand; Augmented reality; Brand equity; Customer journey; Brand experience; Strategic approaches
类别
资金
- Adam Smith Business School - University of Glasgow
- Newcastle University Business School
The research explores how luxury brands can enhance their brand image and brand experience by deploying augmented reality (AR) through four strategic approaches. It highlights AR's unique conveyance of luxury attributes and offers guidance for luxury brand managers on leveraging AR to build brand equity.
Luxury brands' pioneering digital strategies now incorporate augmented reality (AR), which offers new opportunities thanks to AR unique characteristics. Luxury brands differ from other brands in their specific attributes, such as authenticity, exclusivity, hedonism, and aesthetic expression. This research investigates how AR characteristics can support luxury brands by drawing on illustrative cases of AR deployment by luxury brands and indepth interviews with executives and senior managers. Specifically, it identifies how luxury brands deploy AR through four distinct strategic approaches focused on: ephemeral elevation; auratic amplification; bespoke personalization; and effortless continuation. The study contributes to literature on digital technologies and luxury brands by offering, first, a focused analysis of how AR uniquely conveys luxury attributes, and second, by conceptualizing how AR enables brands to enhance customer journeys and brand experiences through four strategic approaches. Finally, it provides managerial guidance on how luxury brands can effectively deploy AR to build brand equity.
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