TY  - JOUR
AB  - Purpose The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR enhances the brand of extra-contents, both informational and sensorial, amplifies its significance toward consumers and inflects its commercial and emotional charm through new dimensions in the store. In this light, the purpose of this paper is to verify whether AR affects customer behavior toward brands in the retailing system.Design/methodology/approach By means of a qualitative approach, a preliminary research question linking technological settings of the store/brand and customer informational eagerness has been analyzed in a fashion retailing chain store. To frame the research question, the omni-customer segment perspective has been assumed, taking into consideration two main dimensions as follows: implementation of in-store AR settings; and affective/cognitive/functional structure of the experiential brand value.Findings Preliminary findings suggest that AR can create extra brand value by simplifying the decision-making process and engaging customers. In the sum four “realms” in terms of augmented brand experience can emerge and be managed by retailers.Originality/value Even though the contribution of AR is easily understood in selling activities from a marketing perspective, very few retail applied studies can be found to-date. The present analysis aims to narrow this gap. It also contributes to brand management, stimulating the integration of the AR dimension as an additional facet of a brand tool kit in the “project” for value co-creation.
VL  - 23
IS  - 3
SN  - 1352-2752
DO  - 10.1108/QMR-11-2017-0142
UR  - https://doi.org/10.1108/QMR-11-2017-0142
AU  - Cuomo Maria Teresa
AU  - Tortora Debora
AU  - Festa Giuseppe
AU  - Ceruti Francesca
AU  - Metallo Gerardino
PY  - 2020
Y1  - 2020/01/01
TI  - Managing omni-customer brand experience via augmented reality: A qualitative investigation in the Italian fashion retailing system
T2  - Qualitative Market Research: An International Journal
PB  - Emerald Publishing Limited
SP  - 427
EP  - 445
Y2  - 2024/04/19
ER  -