IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v36y2025i3d10.1007_s11002-025-09770-w.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-025-09770-w
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-025-09770-w?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:kap:mktlet:v:36:y:2025:i:3:d:10.1007_s11002-025-09770-w. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.