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An Investigation of Augmented Reality Applications from the Perspectives of Brand Trust and Purchase Intentions of Customers

Contemporary Issues in Behavioral Finance, 2019, Vol.101, p.53-64

Copyright © 2019 Emerald Publishing Limited ;ISSN: 1569-3759 ;ISBN: 9781787698826 ;ISBN: 1787698823 ;EISBN: 1787698815 ;EISBN: 9781787698819 ;EISBN: 1787698831 ;EISBN: 9781787698833 ;DOI: 10.1108/S1569-375920190000101005 ;OCLC: 1105811535 ;LCCallNum: HG1-9999

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  • Title:
    An Investigation of Augmented Reality Applications from the Perspectives of Brand Trust and Purchase Intentions of Customers
  • Author: Bilgili, Bilsen ; Özkul, Emrah ; Koç, Erdoğan ; Ademoğlu, Mehmet Oğuz
  • Subjects: Accounting and Finance
  • Is Part Of: Contemporary Issues in Behavioral Finance, 2019, Vol.101, p.53-64
  • Description: Abstract The development of information technologies and the increase in the number of new generation of technology-based consumers lead to significant changes in the promotion and positioning strategies implemented in consumer markets. Applications such as Augmented Reality (AR) have become widespread in promotion activities. In this study, the authors aimed to determine whether there was a difference between customers’ brand trust and purchase intentions regarding real experiences of the consumers at the store, experiences about AR applications, and traditional advertisements. Results show that AR applications differ in terms of brand trust and purchasing intention according to traditional advertisements, and the attitudes of consumers toward brand trust and purchase intention in AR applications are more favorable than traditional advertisements. In the light of the results of the study, various strategy proposals were presented to researchers and marketing practitioners.
  • Publisher: United Kingdom: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 1569-3759
    ISBN: 9781787698826
    ISBN: 1787698823
    EISBN: 1787698815
    EISBN: 9781787698819
    EISBN: 1787698831
    EISBN: 9781787698833
    DOI: 10.1108/S1569-375920190000101005
    OCLC: 1105811535
    LCCallNum: HG1-9999
  • Source: Ebook Central Academic Complete
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