The Augmented Reality in the e-commerce: A brand loyalty leverage? / Garance LHYVERNAY / 2019

Titre : The Augmented Reality in the e-commerce: A brand loyalty leverage? Type de document : Mémoire Auteurs : Garance LHYVERNAY, Auteur Année de publication : 2019 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; INNOVATION TECHNOLOGIQUE ; MARKETING EXPERIENTIEL ; MARQUE ; FIDELISATION Résumé : The brand loyalty is a challenge for the enterprise. It means repeated purchases by consumers. Benefits due to the cheaper cost of retention rather than the cost of acquisition is one of its main advantages. Several factors impact the brand loyalty, like the perceived value, the perceived quality and the brand trust. This paper, studies how a technology like the augmented reality can impact the consumers commitment toward a brand and then the brand loyalty. In order to highlight this, the following study evaluate the influence of the augmented reality in a specific category, the home furniture with a specific brand, Cdiscount. Moreover, a link between theories and applications were made. Finally, we find that the augmented reality influences factors that impact the brand loyalty. This paper proposes several managerial implications as a result of this research and further researches to examine other aspects around this topic. Note de contenu : Bibliographie p. 30-31 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494631