Experiencing Brand on Mobile Augmented Reality

Abstract

Mobile augmented reality (MAR) has emerged as a prominent and innovative app (Alkhamisi and Monowar 2013; Juniper Research 2013). MAR is a system within mobile app that superimposed virtual graphics on the real environment (Azuma 1997; Langlotz et al. 2014). The consumers nowadays expect beyond the brand and would like to be actively involved (Cascalo et al. 2007; Argyriou and Melewar 2011). It is believed that MAR, with its strong visual graphic, is able to convey rich information in an innovative way and could evoke unconventional experience (Huang and Liu 2014). Thus, MAR could be utilised to convey brand experience (Fogg 2003; Brakus et al. 2009) that may impact on attitude and attachment of the consumers towards brands (Mikulincer and Shaver 2003). Drawing with uses and gratifications theory and media richness theory, this study attempts to find out the impact of MAR on brand experience, brand attitude and brand attachment. Moreover, we propose four dimensions for the purpose of measuring MAR characteristics; integration, object registration, interactivity and narrative. Structural Equation Modeling was performed to test the hypotheses. MAR was confirmed to positively impact on brand experience as well as attitude. However, there was no significant effect of MAR on attachment and brand experience did not positively affect attitude. As predicted, brand experience appeared to positively influence attachment and attitude positively impacted on attachment. Moreover, it was found that MAR gave positive effect on attachment indirectly, through brand experience and attitude. In this regard, despite that the relationship between MAR and attachment appeared to be insignificant, the effect of MAR on attachment was significantly mediated by brand experience and attitude. Additionally, the findings corroborated that media richness theory and uses and gratifications theory can be applied to explain MAR. Consequently, MAR implementation should focus more on strong brand-related visual graphics that are associated with brand experience. Good combination of virtual graphics and real environment should be also considered into the design of MAR. Similarly, more attention should be paid to the relevance with current situation and moment while creating the content for MAR (e.g. the relevance of McDonalds Gol! app with world cup 2014). The results of this study improve the current understanding of experiencing the brand on MAR. Subsequently, this study made a significant contribution to the mobile marketing field, by providing evidence of the effectiveness of MAR, and it shed light on the growing importance of augmented reality (AR) research for consumers’ experience. Due to the small sample size and only one stimulus (MAR application) adopted in the study, the finding of this study may not be generalised.References available upon request.