IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i9p7278-d1134363.html
   My bibliography  Save this article

The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships

Author

Listed:
  • Jing-Yun Zeng

    (Department of Business Administration, Kyonggi University, Suwon-si 16227, Republic of Korea)

  • Yisitie Xing

    (Department of Business Administration, Kyonggi University, Suwon-si 16227, Republic of Korea)

  • Chang-Hyun Jin

    (Department of Business Administration, Kyonggi University, Suwon-si 16227, Republic of Korea)

Abstract

This study aims to identify types of virtual/augmented reality–based brand experiences (VR/AR experiences) to understand their impacts on consumer–brand relationships. For this study, brand experiences were divided into four types: entertainment, aesthetic, educational, and real-escape experiences. Today, consumers can experience virtual/augmented reality–based brand experiences. In this study, a survey of consumers who participated in brand experiences was conducted. A total of 518 consumers participated in the survey. To verify the study hypotheses, structural equation modeling was conducting using the EQS 6 program. The results confirmed that entertainment, aesthetic, educational, and real-escape experiences were the main types of brand experiences that consumers accessed through AR/VR technologies. Additionally, brand experiences utilizing VR/AR technologies were found to affect consumer–brand relationship-building. Moreover, consumer–brand relationships were found to have a positive effect on consumer satisfaction, which, in turn, had a positive effect on purchase intentions. Furthermore, perceived brand authenticity played an important role in moderating the relationship between the brand experience types and consumer–brand relationship-building. It was found that there were interactions between study participants who perceived brand authenticity as high or low with all regulatory variables. These empirical studies of actual consumers’ AR and VR have the advantage of being able to present the most reliable analysis method for researchers to access their goals through various statistical data and analysis techniques. One of the most important factors in empirical research is sample size. This is because samples have a significant impact on generalizing the results. This means that the validity of the research results is high. The impact of VR and AR on sustainability examined in this study, the impact of VR and AR, and consumer-brand relationship building tried to deviate from the existing perspective in explaining sustainable behavior. It is judged that it contributed to grasping the causal relationship by establishing the relationship with the variables of brand experience with VR and AR and purchase intention. The fact that this study established the impact of VR and AR experience in predicting sustainable behavior of consumers contributed to the field of sustainable marketing.

Suggested Citation

  • Jing-Yun Zeng & Yisitie Xing & Chang-Hyun Jin, 2023. "The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships," Sustainability, MDPI, vol. 15(9), pages 1-16, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:9:p:7278-:d:1134363
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/9/7278/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/9/7278/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Evrard, Yves & Aurier, Philippe, 1996. "Identification and validation of the components of the person-object relationship," Journal of Business Research, Elsevier, vol. 37(2), pages 127-134, October.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Veloutsou, Cleopatra & Moutinho, Luiz, 2009. "Brand relationships through brand reputation and brand tribalism," Journal of Business Research, Elsevier, vol. 62(3), pages 314-322, March.
    4. Francesca Bonetti & Gary Warnaby & Lee Quinn, 2018. "Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 119-132, Springer.
    5. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    6. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    7. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    8. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    9. Leonardo Nicolao & Julie R. Irwin & Joseph K. Goodman, 2009. "Happiness for Sale: Do Experiential Purchases Make Consumers Happier than Material Purchases?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 188-198.
    10. Gerald J. Gorn & Amitava Chattopadhyay & Tracey Yi & Darren W. Dahl, 1997. "Effects of Color as an Executional Cue in Advertising: They're in the Shade," Management Science, INFORMS, vol. 43(10), pages 1387-1400, October.
    11. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    12. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    13. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Songhong Chen & Yuanshu Tian & Siyun Pei, 2024. "Technological Use from the Perspective of Cultural Heritage Environment: Augmented Reality Technology and Formation Mechanism of Heritage-Responsibility Behaviors of Tourists," Sustainability, MDPI, vol. 16(18), pages 1-23, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    2. Pabla, Harleen & Soch, Harmeen, 2023. "Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love," Journal of Air Transport Management, Elsevier, vol. 107(C).
    3. Sandra Maria Correia Loureiro, 2023. "Overview of the brand journey and opportunities for future studies," Italian Journal of Marketing, Springer, vol. 2023(2), pages 179-206, June.
    4. Imran Khan & Mobin Fatma, 2017. "Antecedents and outcomes of brand experience: an empirical study," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 439-452, October.
    5. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    6. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    7. Shobeiri, Saeed & Laroche, Michel & Mazaheri, Ebrahim, 2013. "Shaping e-retailer’s website personality: The importance of experiential marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 102-110.
    8. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.
    9. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    10. Tsai, Shu-pei, 2011. "Fostering international brand loyalty through committed and attached relationships," International Business Review, Elsevier, vol. 20(5), pages 521-534, October.
    11. Iivi Riivits-Arkonsuo & Anu Leppiman, 2015. "Young Consumers and their Brand Love," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(10), pages 33-44, Octomber.
    12. Dwivedi, Abhishek, 2015. "A higher-order model of consumer brand engagement and its impact on loyalty intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 100-109.
    13. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.
    14. Riadh Ladhari & Soumaya Cheikhrouhou & Miguel Morales & Emna Zaaboub, 2022. "Antecedents and consequences of emotional attachment to sport teams brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 454-469, September.
    15. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    16. Gisela Demo & Karla Coura & Fernanda Scussel & Graziela Azevedo, 2021. "How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale," Sustainability, MDPI, vol. 13(10), pages 1-22, May.
    17. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    18. Vikas Singla & Gaurav Gupta, 2019. "Emotional Branding Scale and Its Role in Formation of Brand Trust," Paradigm, , vol. 23(2), pages 148-163, December.
    19. Kokkoris, Michail D. & Hoelzl, Erik & Kamleitner, Bernadette, 2020. "Self-found, spellbound: The sense of own discovery shapes customer bonds with service venues," Journal of Business Research, Elsevier, vol. 113(C), pages 303-316.
    20. Robertson, Jeandri & Botha, Elsamari & Ferreira, Caitlin & Pitt, Leyland, 2022. "How deep is your love? The brand love-loyalty matrix in consumer-brand relationships," Journal of Business Research, Elsevier, vol. 149(C), pages 651-662.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:9:p:7278-:d:1134363. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.