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Publication date: 4 July 2019

Bilsen Bilgili, Emrah Özkul, Erdoğan Koç and Mehmet Oğuz Ademoğlu

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…

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.

Details

Contemporary Issues in Behavioral Finance
Type: Book
ISBN: 978-1-78769-881-9

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To view the access options for this content please click here
Book part
Publication date: 4 July 2019

Abstract

Details

Contemporary Issues in Behavioral Finance
Type: Book
ISBN: 978-1-78769-881-9

1 – 2 of 2