An Investigation of Augmented Reality Applications from the Perspectives of Brand Trust and Purchase Intentions of Customers

Abstract

The development of information technologies and the increase in the number of new generation of technology-based consumers lead to significant changes in the promotion and positioning strategies implemented in consumer markets. Applications such as Augmented Reality (AR) have become widespread in promotion activities.

In this study, the authors aimed to determine whether there was a difference between customers’ brand trust and purchase intentions regarding real experiences of the consumers at the store, experiences about AR applications, and traditional advertisements.

Results show that AR applications differ in terms of brand trust and purchasing intention according to traditional advertisements, and the attitudes of consumers toward brand trust and purchase intention in AR applications are more favorable than traditional advertisements. In the light of the results of the study, various strategy proposals were presented to researchers and marketing practitioners.

Citation

Bilgili, B., Özkul, E., Koç, E. and Ademoğlu, M.O. (2019), "An Investigation of Augmented Reality Applications from the Perspectives of Brand Trust and Purchase Intentions of Customers", Grima, S., Özen, E., Boz, H., Spiteri, J. and Thalassinos, E. (Ed.) Contemporary Issues in Behavioral Finance (Contemporary Studies in Economic and Financial Analysis, Vol. 101), Emerald Publishing Limited, Leeds, pp. 53-64. https://doi.org/10.1108/S1569-375920190000101005