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Strategic approaches to augmented reality deployment by luxury brands

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  • Javornik, Ana
  • Duffy, Katherine
  • Rokka, Joonas
  • Scholz, Joachim
  • Nobbs, Karinna
  • Motala, Anisa
  • Goldenberg, Adriana

Abstract

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 in-depth 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 brandsbyoffering, first, a focused analysis of how AR uniquely conveys luxury attributes, and second,by conceptualizinghow AR enables brands to enhance customer journeys andbrand experiences through four strategic approaches.Finally, it provides managerial guidance on how luxury brands can effectively deploy AR to build brand equity.

Suggested Citation

  • Javornik, Ana & Duffy, Katherine & Rokka, Joonas & Scholz, Joachim & Nobbs, Karinna & Motala, Anisa & Goldenberg, Adriana, 2021. "Strategic approaches to augmented reality deployment by luxury brands," Journal of Business Research, Elsevier, vol. 136(C), pages 284-292.
    • Handle: RePEc:eee:jbrese:v:136:y:2021:i:c:p:284-292
    DOI: 10.1016/j.jbusres.2021.07.040
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    Cited by:

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    2. Marlini Moodley & Dipolelo Fungile & Farai Nyika & Winiswa Mavutha, 2023. "Understanding Marketing Communications Strategies During and Post Covid 19: A South African Perspective," International Review of Management and Marketing, Econjournals, vol. 13(2), pages 36-46, March.
    3. Giang Barrera, Kevin & Shah, Denish, 2023. "Marketing in the Metaverse: Conceptual understanding, framework, and research agenda," Journal of Business Research, Elsevier, vol. 155(PA).
    4. Krallman, Alexandra & Barnes, Donald C. & Lastner, Matthew M. & Collier, Joel E., 2023. "You can’t touch this: Driving purchase justification for hedonic online purchases," Journal of Business Research, Elsevier, vol. 155(PB).

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