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Titre : |
Brand Immersive Experience through Augmented Reality in the Fashion Industry |
Type de document : |
Mémoire |
Auteurs : |
Chloé TESSIER, Auteur |
Année de publication : |
2021 |
Importance : |
27 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING EXPERIENTIEL ; MODE
|
Résumé : |
We are going to study how this new type of brand immersive experience through Augmented Reality could enhance customer loyalty, and how exactly does the consumer response to this widespread use of AR. We are going to focus our research on customer experience and loyalty in the fashion industry as this theme has not yet been deeply studied in this field, and we will use an exploratory approach.
This dissertation has been divided into three distinct parts: the first part is dedicated to a literature review of the origins of Augmented Reality, its different forms and its potential effects on consumer’s response that have partially been observed by researchers; in the second part, we will see the study that has been conducted for this paper, the methodology used which is a qualitative approach through individual interviews with 8 interviews, and its results; to finish, in the third part, we will discuss about the theoretical contributions of this paper, the managerial recommendations we can give and the limits of this study and possible topics for further research. |
Programme : |
MSc International Marketing & Brand Management |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538660 |
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