增强现实营销与消费者品牌关系:亲近感如何推动对品牌的喜爱

Philipp A. Rauschnabel, Verena Hüttl-Maack, Aaron C. Ahuvia, Katrin E. Schein
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摘要

营销人员利用增强现实技术(AR)将虚拟的品牌相关信息置入消费者的物理环境中。作者以有关 AR、品牌之爱、隐喻理论和语言神经理论所解释的亲近感的文献为基础,提出了品牌 AR 内容可以缩短消费者与品牌之间的物理空间距离的理论。这种感知到的亲近感随后会以品牌之爱的形式推动情感关系的亲近。两项实证研究验证了这一框架。研究 1 表明,使用 AR 应用程序(与非 AR 应用程序相比)会增加对品牌的物理亲近感,这反过来又会促进对品牌的喜爱(即关系亲近)。研究 2 在使用前/后设计中重复了这一发现。在这里,高水平的本地存在感(即消费者认为品牌实际存在于其物理环境中的程度)推动了感知到的物理亲近感,从而导致品牌喜爱。我们还发现,当消费者对品牌已经非常熟悉时,AR 产生品牌喜爱的能力就会增强。我们讨论了 AR 营销对当前和未来元宇宙的管理意义,在未来,AR 内容可能会在消费者对现实世界的日常感知中盛行。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Augmented reality marketing and consumer‒brand relationships: How closeness drives brand love
Marketers use augmented reality (AR) to place virtual brand-related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non-AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre-/post-use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world.
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