Consumer Experience With Augmented Reality At Brands’ Events

Ana Javornik, Università della Svizzera Italiana, Switzerland
Andreina Mandelli, SDA Bocconi, Italy
Increasingly popular marketing communication tool of augmented reality has been so far limitedly investigated. This exploratory study assesses the appropriateness of the variables of interactivity, telepresence and vividness for evaluating the customer experience with augmented reality at brands’ events. For this purpose, semi-structured interviews with practitioners and academics are conducted.
[ to cite ]:
Ana Javornik and Andreina Mandelli (2013) ,"Consumer Experience With Augmented Reality At Brands’ Events", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.