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A Study on the Influence of Augment Reality(AR) Types on Brand Attachment

증강현실 광고유형이 브랜드애착에 미치는 영향에 관한 연구

  • Eum, Seong-Won (International Trade and Marketing Div., Busan University of Foreign Studies)
  • 엄성원 (부산외국어대학교 국제무역마케팅학부)
  • Received : 2019.05.31
  • Accepted : 2019.06.20
  • Published : 2019.06.30

Abstract

This study is a study on the consumer reaction to the augmented reality advertisement which is a recent issue. this study was conducted based on the necessity of marketing advertisement technique suitable for the 4th industrial revolution era. First, we present the types of augmented reality ads based on previous studies, and examined the effects of enjoyment and formation of brand attitudes on brand attachment on products or services based on the perceived value of consumers for these types of ads. This study is briefly summarized as follows. Hypothesis (H1) empirical value had a positive effect on pleasure, and hypothesis H2) empirical value also had a positive effect on brand attitude. Hypothesis (H3) symbolic value had a positive effect on pleasure and hypothesis (H4) symbolic value had positive influence on brand attitude. Hypothesis (H5) Practical value has a positive effect on pleasure. Hypothesis (H7) Pleasure affects positively (+) influence on brand attitude. Hypothesis (H8, H9) enjoyment affects affection and brand attitude affects affection positively. Hypothesis (H6) Practical value did not affect brand attitude positively. It can be seen that the augmented reality advertisement communicates with consumers through experience or symbolic side rather than perceive practical value by consumer. The implication of this study is that the augmented reality advertisement is highly interactive with consumers and can induce consumer participation. This means that consumers are more aware of empirical and symbolic values rather than experiencing practical value through augmented reality advertising.

Acknowledgement

Supported by : 부산외국어대학교

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