| Titre : |
Effects of integrating Mobile Augmented Reality on the perceived brand experience and brand attitude. The case of the furniture industry. |
| Type de document : |
Mémoire |
| Auteurs : |
Héléna DIJON, Auteur |
| Année de publication : |
2021 |
| Importance : |
31 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUE ; TECHNOLOGIE
Entreprise
IKEA
|
| Résumé : |
In an increasingly competitive world, brands must offer unique experiences to their consumers. Rapid advancements in technologies, especially augmented reality, places it at the heart of the brands’ strategies to create significant experiences in the eyes of consumers.
The adoption of augmented reality represents a major opportunity to improve brand experience, especially in the furniture industry. While one of the major issues faced by consumers is the lack of products’ visualization in their physical environment, augmented reality may well alleviate this issue and enhance brand experience. That is why one of the leading brands in its market, IKEA, has already started to introduce augmented reality to provide a compelling experience to its consumers.
This paper proposes a model to explore whether the integration of augmented reality into the purchasing process impacts brand experience and attitude of consumers towards the brand IKEA. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538666 |
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Stratégie d'internationalisation des entreprises de distribution / Sarrebruck : EDITIONS UNIVERSITAIRES EUROPEENNES (2010)
