Augmented Reality in Advertising and Brand Communication: An Experimental Study
Digital technologies offer many opportunities in the
design and implementation of brand communication and advertising.
Augmented reality (AR) is an innovative technology in marketing
communication that focuses on the fact that virtual interaction with a
product ad offers additional value to consumers. AR enables
consumers to obtain (almost) real product experiences by the way of
virtual information even before the purchase of a certain product.
Aim of AR applications in relation with advertising is in-depth
examination of product characteristics to enhance product knowledge
as well as brand knowledge. Interactive design of advertising
provides observers with an intense examination of a specific
advertising message and therefore leads to better brand knowledge.
The elaboration likelihood model and the central route to persuasion
strongly support this argumentation. Nevertheless, AR in brand
communication is still in an initial stage and therefore scientific
findings about the impact of AR on information processing and brand
attitude are rare. The aim of this paper is to empirically investigate
the potential of AR applications in combination with traditional print
advertising. To that effect an experimental design with different
levels of interactivity is built to measure the impact of interactivity of
an ad on different variables o advertising effectiveness.
[1] P. Milgram, F. Kishino, A taxonomy of mixed reality visual displays,
IEICE (Institute of Electronics, Information and Communication
Engineers) Transactions on Information and Systems, Special issue on
Networked Reality, Dec. 1994.
[2] K. Conner, A historical comparison of resource-based theory and five
schools of thought within industrial organisation economics: Do we
have a new theory of the firm? Journal of Management, 1991, 17, pp.
121-154.
[3] O. Moisescu, P.E. Bertea, The Impact of Brand Awareness, Brand
Knowledge and Price Positioning on Perceived Risks Associated to
Buying Online from Travel Agencies, Romanian Journal of Marketing.
2013, 3, pp. 13-22.
[4] Y. Liu, L. J. Shrum, What is Interactivity and Is It Always Such a Good
Thing? Journal of Advertising, 2002, 31,4, pp. 53-64.
[5] L. Se-Jin, L. Wei-Na, K. Hyojin, P. A. Stout, A Comparison of Objective
Characteristics and User Perception of Web Sites, Journal of Interactive
Advertising, 2004, 4, 2, pp.61-75.
[6] J. Steuer, Defining Virtual Reality. Dimensions Determining
Telepresence, Journal of Communication, 1992, 42, 4, pp. 73-93.
[7] P. S. Raju, Theories of Exploratory Behaviour: Review and consumer
Research Implications, in: J. N. Sheth (Ed.), Research in Marketing: A
Research Annual, 1981, Greenwich: Jai Press, pp. 223-249.
[8] V. Trommsdorff, Konsumentenverhalten, 2008, Stuttgart, Germany:
Kohlhammer.
[9] R. E. Petty, L.T. Cacioppo, The Elaboration Likelyhood Model of
Persuasion, in: L. Berkowitz (Ed.), Advances in Experimental Social
Psychology, 1986, New York, USA: Academic Press, pp. 123-205.
[10] R. J. Lutz, S. B. MacKenzie, G. E. Blech, Attitude Toward the Ad as a
Mediator of Advertising Effectiveness: Determinants and Consequences,
in: R. P. Bagozzi, A. M. Tybout (Eds.), Advances in Consumer
Research, Ann Arbour: Ass. For Consumer Research, 1983, pp. 532-
539.
[11] G. Jeck-Schlottmann, Anzeigenbetrachtung bei geringem Involvement,
Marketing ZFP, 1987, 10, s, pp. 33-43.
[12] H. Wettig, Plakat Werbung. Die Werbung vor dem Anschlag testen,
Marketing Journal, 1992, 25, 2, pp. 460-467.
[13] R. J. Lutz, Affective and Cognitive Antecedents of Attitude towards the
Ad: A Conceptual Framework, in: L. F. Alwitt (ed.), Psychological
Processes and Advertising Effects: Theory, Research and Applications,
1985, Hillsdale, pp. 45-63.
[14] F. R. Esch, G. Kiss, Wirkung interaktiver Markenauftritte im Internet,
Marketing Zeitschrift für Forschung und Praxis, 2006, 18, 2, pp. 99-115.
[15] M. J. Houston, M. L. Rothschild, Conceptual and Methodological
Perspectives on Involvement, in: C. J. Subbash (ed.,) Research Frontiers
in Marketing: Dialogues and Directions, 1978, Chicago: American
Marketing Association, pp. 184–187.
[16] J. L. Zaichkowsky, Research Notes: The Personal Involvement
Inventory: Reduction, Revision, and Application to Advertising, Journal
of Advertising, 1994, 23 (4), pp. 59–70.
[17] S. Kim, E. Haley, G.-Y. Koo, Comparison of the paths from consumer
involvement types to ad responses between corporate and product
advertising, Journal of Advertising, 2009, 38, 3, pp. 67–80.
[18] R. E. Petty, J. T. Cacioppo, Communication and persuasion: Central
and peripheral routes to attitude change, 1986, New York: Springer-
Verlag.
[19] M. Hastak, J. C. Olsen, Assessing the Role of Brand-Related Cognitive
Responses as Mediators of Communication effects on Cognitive
Structure, Journal of Consumer Research, 1989, March, pp. 444-456.
[20] D. R. Beatty, S. Talpade, Adolescent Influence in Family Decision
Making: A Replication with Extension, Journal of Consumer Research,
1994, 21, 2, pp. 332-341.
[21] R. A. Coulter, L. L. Price, L. Feick, Rethinking the Origins of
Involvement and Brand Commitment: Insights from Postsocialist
Central Europe, Journal of Consumer Research, 2003, September, pp.
15-169.
[22] H. Li, T. Daugherty, F. Boccia, Impact of 3-D Advertising on Product
Knowledge, Brand Attitude, and Purchase Intention: The Mediating
Role of Presence, Journal of Advertising, 2002, 31, 3, pp. 43-57.
[23] S. B. MAcKenzie, R. J. Lutz, An Empirical Examination of the
Structural Antecedents of Attitude Toward the Ad in an Advertising
Pretesting Context, Journal of Marketing Research, 1989, 53, 4, pp. 48-
65.
[24] H. Soh, L. N. Reid, K. W. King, Measuring Trust in Advertising:
Development Validation of the ADTRUST Scale, Journal of Advertising,
2009, 38, 2, pp. 83-103.
[25] D. A. Sheinin, S. Varky, C. Ashley, The Differential Effect of Ad
Novelty and Message Usefulness on Brand Judgments, Journal of
Advertising, 2011, 40, 2, pp. 5-17.
[26] P. Williams, A. Dorlet, Age-Related Differences in Responses to
Emotional Advertisements, Journal of Consumer Research, 2005, 32, 2,
pp. 343-354.
[1] P. Milgram, F. Kishino, A taxonomy of mixed reality visual displays,
IEICE (Institute of Electronics, Information and Communication
Engineers) Transactions on Information and Systems, Special issue on
Networked Reality, Dec. 1994.
[2] K. Conner, A historical comparison of resource-based theory and five
schools of thought within industrial organisation economics: Do we
have a new theory of the firm? Journal of Management, 1991, 17, pp.
121-154.
[3] O. Moisescu, P.E. Bertea, The Impact of Brand Awareness, Brand
Knowledge and Price Positioning on Perceived Risks Associated to
Buying Online from Travel Agencies, Romanian Journal of Marketing.
2013, 3, pp. 13-22.
[4] Y. Liu, L. J. Shrum, What is Interactivity and Is It Always Such a Good
Thing? Journal of Advertising, 2002, 31,4, pp. 53-64.
[5] L. Se-Jin, L. Wei-Na, K. Hyojin, P. A. Stout, A Comparison of Objective
Characteristics and User Perception of Web Sites, Journal of Interactive
Advertising, 2004, 4, 2, pp.61-75.
[6] J. Steuer, Defining Virtual Reality. Dimensions Determining
Telepresence, Journal of Communication, 1992, 42, 4, pp. 73-93.
[7] P. S. Raju, Theories of Exploratory Behaviour: Review and consumer
Research Implications, in: J. N. Sheth (Ed.), Research in Marketing: A
Research Annual, 1981, Greenwich: Jai Press, pp. 223-249.
[8] V. Trommsdorff, Konsumentenverhalten, 2008, Stuttgart, Germany:
Kohlhammer.
[9] R. E. Petty, L.T. Cacioppo, The Elaboration Likelyhood Model of
Persuasion, in: L. Berkowitz (Ed.), Advances in Experimental Social
Psychology, 1986, New York, USA: Academic Press, pp. 123-205.
[10] R. J. Lutz, S. B. MacKenzie, G. E. Blech, Attitude Toward the Ad as a
Mediator of Advertising Effectiveness: Determinants and Consequences,
in: R. P. Bagozzi, A. M. Tybout (Eds.), Advances in Consumer
Research, Ann Arbour: Ass. For Consumer Research, 1983, pp. 532-
539.
[11] G. Jeck-Schlottmann, Anzeigenbetrachtung bei geringem Involvement,
Marketing ZFP, 1987, 10, s, pp. 33-43.
[12] H. Wettig, Plakat Werbung. Die Werbung vor dem Anschlag testen,
Marketing Journal, 1992, 25, 2, pp. 460-467.
[13] R. J. Lutz, Affective and Cognitive Antecedents of Attitude towards the
Ad: A Conceptual Framework, in: L. F. Alwitt (ed.), Psychological
Processes and Advertising Effects: Theory, Research and Applications,
1985, Hillsdale, pp. 45-63.
[14] F. R. Esch, G. Kiss, Wirkung interaktiver Markenauftritte im Internet,
Marketing Zeitschrift für Forschung und Praxis, 2006, 18, 2, pp. 99-115.
[15] M. J. Houston, M. L. Rothschild, Conceptual and Methodological
Perspectives on Involvement, in: C. J. Subbash (ed.,) Research Frontiers
in Marketing: Dialogues and Directions, 1978, Chicago: American
Marketing Association, pp. 184–187.
[16] J. L. Zaichkowsky, Research Notes: The Personal Involvement
Inventory: Reduction, Revision, and Application to Advertising, Journal
of Advertising, 1994, 23 (4), pp. 59–70.
[17] S. Kim, E. Haley, G.-Y. Koo, Comparison of the paths from consumer
involvement types to ad responses between corporate and product
advertising, Journal of Advertising, 2009, 38, 3, pp. 67–80.
[18] R. E. Petty, J. T. Cacioppo, Communication and persuasion: Central
and peripheral routes to attitude change, 1986, New York: Springer-
Verlag.
[19] M. Hastak, J. C. Olsen, Assessing the Role of Brand-Related Cognitive
Responses as Mediators of Communication effects on Cognitive
Structure, Journal of Consumer Research, 1989, March, pp. 444-456.
[20] D. R. Beatty, S. Talpade, Adolescent Influence in Family Decision
Making: A Replication with Extension, Journal of Consumer Research,
1994, 21, 2, pp. 332-341.
[21] R. A. Coulter, L. L. Price, L. Feick, Rethinking the Origins of
Involvement and Brand Commitment: Insights from Postsocialist
Central Europe, Journal of Consumer Research, 2003, September, pp.
15-169.
[22] H. Li, T. Daugherty, F. Boccia, Impact of 3-D Advertising on Product
Knowledge, Brand Attitude, and Purchase Intention: The Mediating
Role of Presence, Journal of Advertising, 2002, 31, 3, pp. 43-57.
[23] S. B. MAcKenzie, R. J. Lutz, An Empirical Examination of the
Structural Antecedents of Attitude Toward the Ad in an Advertising
Pretesting Context, Journal of Marketing Research, 1989, 53, 4, pp. 48-
65.
[24] H. Soh, L. N. Reid, K. W. King, Measuring Trust in Advertising:
Development Validation of the ADTRUST Scale, Journal of Advertising,
2009, 38, 2, pp. 83-103.
[25] D. A. Sheinin, S. Varky, C. Ashley, The Differential Effect of Ad
Novelty and Message Usefulness on Brand Judgments, Journal of
Advertising, 2011, 40, 2, pp. 5-17.
[26] P. Williams, A. Dorlet, Age-Related Differences in Responses to
Emotional Advertisements, Journal of Consumer Research, 2005, 32, 2,
pp. 343-354.
@article{"International Journal of Business, Human and Social Sciences:71990", author = "O. Mauroner and L. Le and S. Best", title = "Augmented Reality in Advertising and Brand Communication: An Experimental Study", abstract = "Digital technologies offer many opportunities in the
design and implementation of brand communication and advertising.
Augmented reality (AR) is an innovative technology in marketing
communication that focuses on the fact that virtual interaction with a
product ad offers additional value to consumers. AR enables
consumers to obtain (almost) real product experiences by the way of
virtual information even before the purchase of a certain product.
Aim of AR applications in relation with advertising is in-depth
examination of product characteristics to enhance product knowledge
as well as brand knowledge. Interactive design of advertising
provides observers with an intense examination of a specific
advertising message and therefore leads to better brand knowledge.
The elaboration likelihood model and the central route to persuasion
strongly support this argumentation. Nevertheless, AR in brand
communication is still in an initial stage and therefore scientific
findings about the impact of AR on information processing and brand
attitude are rare. The aim of this paper is to empirically investigate
the potential of AR applications in combination with traditional print
advertising. To that effect an experimental design with different
levels of interactivity is built to measure the impact of interactivity of
an ad on different variables o advertising effectiveness.", keywords = "Advertising effectiveness, augmented reality, brand
communication, brand recall, interactivity.", volume = "10", number = "2", pages = "422-4", }
