The Illusion of Luxury: Augmented Reality's Clash with Brand Essence
Fuente:
Zenodo
Salvato in:
| Autori principali: | , , |
|---|---|
| Natura: | Recurso digital |
| Pubblicazione: |
Zenodo
2024
|
| Soggetti: | |
| Accesso online: | |
| Tags: |
Aggiungi Tag
Nessun Tag, puoi essere il primo ad aggiungerne!!
|
| _version_ | 1866902077207216128 |
|---|---|
| author | Finken, David Hofstetter, Reto Nann, Lucas |
| author_facet | Finken, David Hofstetter, Reto Nann, Lucas |
| contents | Prior research has shown AR can improve consumer experiences. However, less is known about the potential adverse effects of product displays with AR. This article examines how AR affects luxury-brand perception. Two studies show AR decreases the perception of luxury brands—but not non-luxury brands—through a reduction of brand essence. |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_14710387 |
| institution | Zenodo |
| language | |
| publishDate | 2024 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | The Illusion of Luxury: Augmented Reality's Clash with Brand Essence Finken, David Hofstetter, Reto Nann, Lucas augmented reality luxury brands brand perception brand essence Prior research has shown AR can improve consumer experiences. However, less is known about the potential adverse effects of product displays with AR. This article examines how AR affects luxury-brand perception. Two studies show AR decreases the perception of luxury brands—but not non-luxury brands—through a reduction of brand essence. |
| title | The Illusion of Luxury: Augmented Reality's Clash with Brand Essence |
| topic | augmented reality luxury brands brand perception brand essence |
| url | https://doi.org/10.5281/zenodo.14710387 |