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The Great Unknown: How Brand Familiarity Affects the Relationship Between Augmented Reality and Brand Attitude in the Retail Industry

In: Extended Reality and Metaverse

Author

Listed:
  • E. J. Morren

    (Behavioural Science Institute, Radboud University)

  • P. E. Ketelaar

    (Behavioural Science Institute, Radboud University)

  • A. R. Smink

    (Amsterdam School of Communication Research/ASCoR, University of Amsterdam)

Abstract

Augmented Reality (AR) is increasingly being used in the retail industry in order to provide consumers the opportunity to virtually try on products. Particularly well-known retail brands invest in AR, but AR might be especially beneficial for lesser-known brands. Based on the Association Theory and Information Integration Theory, this study compared the effects of the use of AR on brand attitude between well-known brands, and unknown brands. An online experiment showed, as expected, that the use of an AR app had a more positive influence on brand attitude for an unknown than for a well-known brand. Not in line with expectations, both the enjoyment of using AR (perceived enjoyment) and the comfortable feeling when deciding for a product after using AR (decision comfort) did not explain this difference in brand attitude. To our knowledge, this is the first AR study that includes brand familiarity and shows that investing in AR pays off, especially for unknown brands.

Suggested Citation

  • E. J. Morren & P. E. Ketelaar & A. R. Smink, 2023. "The Great Unknown: How Brand Familiarity Affects the Relationship Between Augmented Reality and Brand Attitude in the Retail Industry," Springer Proceedings in Business and Economics, in: Timothy Jung & M. Claudia tom Dieck & Sandra Maria Correia Loureiro (ed.), Extended Reality and Metaverse, pages 59-71, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-25390-4_5
    DOI: 10.1007/978-3-031-25390-4_5
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