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