Abstract
The present research aimed to examine possible impacts of mobile Augmented Reality (AR)
marketing on marketing outcomes like a change in consumer behaviour, brand value and
costumer retention. For this purpose the relation between AR-related variables like the
feeling of excitement or enjoyment and variables like a change in perception, commitment
and satisfaction have been tested. Furthermore, the present study examined further outcomes
like word-of-mouth and lower price sensitivity. Considering already existing literature, ARmarketing
has been classified as part of experience marketing, which addresses to customers’
demand for excitement and entertainment and leads to possible outcomes like a change in
consumer behaviour, brand value and customer retention. Accordingly, the present research
tested the hypothesises of a positive relation of AR-marketing to the mentioned outcomes
Since AR marketing displays a relatively new, less researched marketing vehicle and
moreover predominantly qualitative research has been conducted until now, a quantitative,
deductive research approach has been chosen. The following results based on overall 76
completed questionnaires, which have been conducted in a cross-sectional approach during
10 days.
Eventually, a positive impact of AR-marketing on a change in consumer behaviour, brand
value and customer retention has been verified. Nevertheless, an expressive impact on lower
price sensitivity could not be detected. Beside, AR-marketing had a stronger influence on the
first purchase than on possible repurchase decisions. Accordingly, AR-marketing apparently
was more effective in the pre-purchase stage during the buying process. Furthermore, it has
been tested that AR-marketing had a relatively strong influence on commitment and
satisfaction. Since respondents loved the interactive, new form of AR-marketing, it also
especially could change the perception of the advertised product. Therefore, AR has been
recommended as future marketing tool for especially low-involvement products in order to
encourage customers to purchase and break away from competitors. Author keywords: Augmented reality, experience marketing, consumer behaviour, brand value,
customer retention, smartphone-app
