A Conceptual Model for Building the Relationship Between Augmented Reality, Experiential Marketing & Brand Equity

Abstract

Purpose: This study aims to build a conceptual model based on the S-O-R (Stimulus-Organism-Response) framework to understand how Augmented Reality influences brand equity. The proposed model is intended to look into the influence of AR attributes like interactivity, vividness, modality, novelty, and media richness on consumers’ experiential values and brand equity in e-commerce. Theoretical framework: This study developed the conceptual model by following the Stimulus-Organism-Response (S-O-R) Model (Mehrabian & Russell, 1974). Design/methodology/approach: To advance the conceptual and managerial understanding of AR as an experiential marketing tool, this study followed the systematic literature review approach to build the integrated conceptual model. Findings: Results of the study has developed a conceptual model for studying the application of AR technology as an experiential marketing tool on customer purchasing experience and brand equity in the e-commerce setting. Research, Practical & Social implications: This study contributes towards the available literature by studying the AR and its various dimensions for building brand equity. This study will not only assist the e-commerce firms in their decision-making process about adopting this technology but also the marketers to develop the effective marketing strategies for consumer experience of AR uses on e-commerce platforms. Originality/value: This study introduces modality of AR as a media characteristic in its interface in creating seamless user experience in the proposed model.

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