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.
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, Bingley, pp. 53-64. https://doi.org/10.1108/S1569-375920190000101005
Emerald Publishing Limited
Copyright © 2019 Emerald Publishing Limited