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How Augmented Reality (AR) impacts consumers’ connection to a brand

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  • Youjung Jun

    (Yonsei University)

Abstract

Consumers use Augmented Reality (AR) to overlay product images or information onto their physical environment. The present research examines how brands can use AR technology to enhance brand benevolence and connect with consumers with varying shopping goals. Findings from retailer interviews, two online studies, and three lab experiments show that AR (vs. traditional non-AR mobile shopping) significantly increases self–brand connection for consumers with browsing, but not search, goals. This effect occurs because only browsers attribute higher benevolence to the brand when using AR, given its relevance to their goal of enhancing the shopping experience. These findings hold across product categories, such as desks and throw pillows. This research advances understanding of AR-powered shopping and its impact on consumer–brand connections, offering insights for marketers integrating AR.

Suggested Citation

  • Youjung Jun, 2025. "How Augmented Reality (AR) impacts consumers’ connection to a brand," Marketing Letters, Springer, vol. 36(3), pages 653-667, September.
    • Handle: RePEc:kap:mktlet:v:36:y:2025:i:3:d:10.1007_s11002-025-09770-w
    DOI: 10.1007/s11002-025-09770-w
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