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The illusion of luxury: Augmented reality's clash with brand essence

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Listed:
  • Nann, Lucas
  • Finken, David
  • Döring, Tim
  • Hofstetter, Reto

Abstract

Many luxury brands have ventured into the virtual realm (e.g., metaverse, AR product displays) to showcase their products. However, prior research has failed to empirically test how virtuality affects luxury brand perceptions. Because the fundamental nature of luxury brands (i.e., high quality, exclusivity, prestige, and authenticity) contradicts the characteristics of AR, adverse effects could occur. This research presents two studies demonstrating that displaying luxury products in AR diminishes the brand essence of the focal brand, resulting in a reduction of brand authenticity.

Suggested Citation

  • Nann, Lucas & Finken, David & Döring, Tim & Hofstetter, Reto, 2024. "The illusion of luxury: Augmented reality's clash with brand essence," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 41(2), pages 50-57.
    • Handle: RePEc:zbw:hsgmrs:312040
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    References listed on IDEAS

    as
    1. Jean-Baptiste Welté & Julien Cayla & Eileen Fischer, 2022. "Navigating contradictory logics in the field of luxury retailing," Post-Print hal-04103619, HAL.
    2. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    3. Welté, Jean-Baptiste & Cayla, Julien & Fischer, Eileen, 2022. "Navigating contradictory logics in the field of luxury retailing," Journal of Retailing, Elsevier, vol. 98(3), pages 510-526.
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