AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?

Year 2011, Volume: 3 Issue: 1, 113 - 123, 01.06.2011

Ezgi Eyüboğlu

Abstract

The present research aims to look at the ways in which Augmented Reality beneficial for brands to create positive brand perception, intention of purchase and positive word of mouth. Based on the aims of this research paper and the study of Bluearca and Tamarjan (2010), five measures of perceived value have been chosen- enhancing convenience, influencing enjoyment, relevancy of idea, ease of interaction and WOM. Focus group is the method for this study because Augmented Reality application is a very new application in Turkey so there is little prior knowledge and the range of responses likely to emerge. Focus groups have the ability to provide us with data not obtainable through paper and pencil self-report measures or observational measures. In areas of study in which little is known, focus groups may be an appropriate place to begin (Byers and Wilcox, 1991: 65). This paper explores the ways how can brands use AR application for their own beneficence. First time exposing this kind of interactive application, consumers’ first impressions, feelings and experiences will be valuable for Turkish brands which might prefer to engage their customers more closely in future. Banana Flame is the brand chosen for this study because there is no Turkish brand using this application properly. Through this study, people’s understanding about AR technologies will be able to revealed and those information will lead Turkish brands developing experiential value and positive attitude in minds of their customers. The lack of Turkish brands using this application properly caused to choose a foreign brand (Banana Flame) which is an Online Fashion Boutique and first online retailer to integrate Augmented Reality throughout entire site in U.S.A. For this reason, it was assumed that Banana Flame has no brand awareness between young Turkish consumers. Owing to the fact that Banana Flame is a women’s fashion brand, focus group included 18-30 years of female students from Maltepe University

Keywords

Augmented Reality, Brand Communication, Interactivity, Experiential Value

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