Nexus Among Augmented Reality, Customer Purchase Intention, Customer Experience And Customer Brand Relationship: Application on Vichy Brand

Document Type : Original Article

Authors

1 Marketing department, Faculty of Management Sciences, MSA university, cairo, 6th Of October city

2 marketing and international business, faculty of management sciences, MSA university, Cairo, 6th of October city

3 Department Of Marketing October University for Modern Sciences and Arts, Egypt

Abstract

Abstract the paper aims to investigate the relationship between augmented reality, customer purchase intention, customer brand relationship and customer experience using survey data from 320 respondents. The researchers provided a conceptual model after reviewing related literature and tested it through using mixed-methods approach. The study uses Chi-square test via Kruskal-Walis test to determine if the hypotheses were accepted or rejected. The existence of the relationship between variables was proven via the measuring of Spearman Correlation. The research indicated that there is a positive relationship between augmented reality and customer purchase intention along with positive relationship between augmented reality and customer brand relationship and positive relationship between augmented reality, and customer experience. Empirically, this is the first paper to link the dots and find the relationship between the variables constructed by the researchers based on literature. Based on the research findings, policy implications and suggestions to further understand the relation and help using AR in marketing.

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