The impact of augmented reality (AR) marketing on customer engagement through customer experience and brand love
Date Published:
25/03/2025
Online Published:
25/03/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
This study was conducted to investigate the effect of Augmented Reality marketing on customer engagement through customer experience and brand love. A 371 valid sample was used in this study from customers in Ho Chi Minh City from 18 to 30 years old through Google Forms. For the multivariate regression test, it is found that entertainment and aesthetic experience exert a positive impact on customer experience, customer experience positively impacts brand love, and brand love has a positive influence on customer engagement. The findings of this study have provided a fresh perspective on AR marketing in a developing country like Vietnam, assisting managers in their efforts to promote customer engagement. Moreover, this study suggests several new and innovative applications of AR in marketing as well.
Keywords
Augmented reality; Brand love; Customer engagement; Customer experience
Article Details
Field of Economic (JEL Codes)
L21 - Business Objectives of the Firm - Firm Objectives, Organization, and Behavior, L81 - Retail and Wholesale Trade • e-Commerce - L84 - Personal, Professional, and Business Services - Industry Studies: Services, M31 - Marketing - Marketing and Advertising
References
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Khan, A., Mohammad, A. S., & Muhammad, S. (2021). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia. Journal of Islamic Marketing, 12(8), 1492-1520
Kim, S., Park, G., Lee, Y., & Choi, S. (2016). Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop. Journal of Business Research, 69(12), 5809-5818. https://doi.org/10.1016/j.jbusres.2016.04.178
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Kumar, S., Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Customer Services, 60. https://doi.org/10.1016/j.jretconser.2021.102444
Lee, J. (2020). Effects of Aesthetic Brands on the Brand Experience and Customer Evaluation. Journal of Wellbeing Management and Applied Psychology, 3(3), 15-19. https://doi.org/10.13106/jwmap.2020.Vol3.no3.15
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Attiq, S., Hamid, A. B. A., Khokhar, M. N., Shah, H. J., & Shahzad, A. (2022). “Wow! It’s cool”: How brand coolness affects the customer psychological well-being through brand love and brand engagement. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.923870
Banik, S., & Gao, Y. (2023). Exploring the hedonic factors affecting customer experiences in phygital retailing. Journal of Retailing and Customer Services, 70. https://doi.org/10.1016/j.jretconser.2022.103147
Bansal, K. (2023). Customer experience: Creating value through transforming customer journeys. International Journal of Advances in Engineering and Management (IJAEM), 5(9), 715-725. https://doi.org/10.35629/5252-0509715725
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
Bowden, J., & Mirzaei, A. (2021). Customer engagement within retail communication channels: An examination of online brand communities and digital content marketing initiatives. European Journal of Marketing, 55(5), 1411-1439. https://doi.org/10.1108/EJM-01-2018-0007
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Customer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. https://doi.org/10.1016/j.jbusres.2011.07.029
Chan, S. H. J., Wan, Y. K. P., & Tam, U. T. Z. (2021). Tourists’ description of their experiences of the servicescape of integrated resorts: the case of Macau. International Journal of Hospitality & Tourism Administration, 22(3), 269-302. https://doi.org/10.1080/15256480.2019.1641453
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chou, C. P., Bentler, P. M., & Satorra, A. (1991). Scaled test statistics and robust standard errors for non‐normal data in covariance structure analysis: a Monte Carlo study. British Journal of Mathematical and Statistical Psychology, 44(2), 347-357
Dadwal, S. S., & Hassan, A. (2016). The augmented reality marketing: A merger of marketing and technology in tourism. In I. Management Association (Ed.), Mobile computing and wireless networks: Concepts, methodologies, tools, and applications (pp. 63-80). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-4666-8751-6.ch004
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Fiore, A. M. (2010). Understanding aesthetics for the merchandising and design professional (2nd ed.). A&C Black.
Fiore, A. M. (2010). Understanding aesthetics for the merchandising and design professional. A&C Black
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547-560. https://doi.org/10.1016/j.jbusres.2018.10.050
Fornell, G., & Lacker, R. N. (1981). Introduction to linear regression analysis. New York: John Wiley and Son.
Fournier, S. (1998). Customers and their brands: Developing relationship theory in customer research. Journal of Customer Research, 24(4), 343–373. https://doi.org/10.1086/209515
Gambetti, R. C., & Graffigna, G. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6), 801-826. https://doi.org/10.2501/S147078531020166
Hoang, T. H. L., Phan, T. D., & Hoang, T. T. (2023). Capital structure, financial risk, and operational efficiency: Evidence of firms in the food and beverage industry listed on the Vietnam stock market. In T. H. N. Nguyen, D. N. Burrell, V. K. Solanki, & N. A. Mai (Eds.), Proceedings of the 4th International Conference on Research in Management and Technovation (pp. 27-34). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-981-99-8472-5_3
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Customer fantasies, feelings, and fun. Journal of Customer Research, 9(2), 132-140. https://doi.org/10.1086/208906
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45-59. https://doi.org/10.1080/20932685.2015.1110041
Japutra, A., Ekinci, Y., & Simkin, L. (2018). Tie the knot: building stronger customers’ attachment toward a brand. Journal of Strategic Marketing, 26(3), 223-240. https://doi.org/10.1080/0965254X.2016.1195862
Jelinek, R. (2021). Loyalty or lethargy? Keeping sellers committed, not entrenched. Business Horizons, 64(1), 61-71. https://doi.org/10.1016/j.bushor.2020.10.002
Katz, E., & Foulkes, D. (1962). On the use of the mass media as “escape”: Clarification of a concept. Public Opinion Quarterly, 26(3), 377-388. https://doi.org/10.1086/267111
Khan, A., Mohammad, A. S., & Muhammad, S. (2021). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia. Journal of Islamic Marketing, 12(8), 1492-1520
Kim, S., Park, G., Lee, Y., & Choi, S. (2016). Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop. Journal of Business Research, 69(12), 5809-5818. https://doi.org/10.1016/j.jbusres.2016.04.178
Koehler, D. J. (1991). Explanation, imagination, and confidence in judgment. Psychological Bulletin, 110(3), 499-519.
Kumar, S., Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Customer Services, 60. https://doi.org/10.1016/j.jretconser.2021.102444
Lee, J. (2020). Effects of Aesthetic Brands on the Brand Experience and Customer Evaluation. Journal of Wellbeing Management and Applied Psychology, 3(3), 15-19. https://doi.org/10.13106/jwmap.2020.Vol3.no3.15
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Linh, N. T. N., Tra, N. H. X., Duy, N. P., & Quan, P. N. A. (2023). Oil shocks, esg disclosure and corporate payouts: An empirical study from Vietnam. International Journal of Information and Management Sciences, 34(3), 223-242. https://doi.org/10.6186/IJIMS.202309_34(3).0004
Martiyanti, D., Dharmmesta, B. S., Nugroho, S. S., & Aritejo, B. A. (2021). Brand attachment vs. brand love: To what extent are they identical? Jurnal Dinamika Manajemen, 12(2), 225-244. https://pdfs.semanticscholar.org/a803/2c19e7dc8d2efec04fecafe62fa7c50ec543.pdf
McKee, A., Collis, C., Nitins, T., Ryan, M., Harrington, S., Duncan, B., Carter, J., Luck, E., Neale, L., Butler, D., & Backstrom, M. (2014). Defining entertainment: An approach. Creative Industries Journal, 7(2), 108-120. https://doi.org/10.1080/17510694.2014.962932
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. MA: M.I.T Press.
Nair, J. G. (2023). Creating brand loyalty: Role of brand love, trust, product quality, customer service on customer engagement among social media users. Journal of Management Research and Analysis, 10(2), 87-91. https://doi.org/10.18231/j.jmra.2023.015
Pine II, B. J., & Gilmore, J. H. (2014). A leader's guide to innovation in the experience economy. Strategy & Leadership, 42(1), 24-29. https://doi.org/10.1108/SL-09-2013-0073
Qu, M. (2017). The aesthetic experience of augmented reality art. Proceedings of the 23rd ISEA2017 Manizales BIO-CREATION AND PEACE (pp. 79-86). Manizales: Department of Visual Design, Universidad de Caldas, and ISEA International. https://isea-archives.siggraph.org/wp-content/uploads/2021/05/2017_Qu_The_Aesthetic_Experience.pdf
Sachdeva, I., & Goel, S. (2015). Retail store environment and customer experience: a paradigm. Journal of Fashion Marketing and Management, 19(3), 290-298. https://doi.org/10.1108/JFMM-03-2015-0021
Saleem, M. F., Asim, M., & Chandio, J. A. (2022). Effect of augmented reality advertising on purchase intention. Journal of Marketing Strategies, 4(1), 157-172. https://doi.org/10.52633/jms.v3i3.164
Sarkar, A., & Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23(1), 24-32. https://doi.org/10.1108/JPBM-05-2013-0315
Sheng, M. L., & Teo, T. S. H. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management, 32(2), 139-146. https://doi.org/10.1016/j.ijinfomgt.2011.11.017
Shimp, T. A., & Madden, T. J. (1988). Customer-object relations: A conceptual framework based analogously on Sternberg's triangular theory of love. Advances in Customer Research, 15(1).
Syamsuddin, S. F., & Fadhilla, H. N. (2024). The Effect of Brand Experience on Brand Engagement and Brand Equity Mediated by Brand Love Apple Users. MEC-J (Management and Economics Journal), 8(3), 321-338. https://doi.org/10.18860/mec-j.v8i3.29527
Turkson, P. J., Amoah, F., & van Eyk, M. (2022). Factors influencing customer experience value in shopping malls. Journal of Contemporary Management, 19(2), 84-107. https://doi.org/10.35683/jcm21067.160
Vaidyanathan, N., & Henningsson, S. (2023). Designing augmented reality services for enhanced customer experiences in retail. Journal of Service Management, 34(1), 78-99
Vidili, I. (2021). Customer experience: the new competitive advantage for companies that want their customer at the center of their business. Handbook of research on user experience in web 2.0 technologies and its impact on universities and businesses (pp. 183-209). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-7998-3756-5.ch011
Vo Minh, S., Nguyen Huong, G., & Dang Nguyen Ha, G. (2022). The role of social brand engagement on brand equity and purchase intention for fashion brands. Cogent Business & Management, 9(1), 2143308
Vorderer, P., Hartmann, T., & Klimmt, C. (2003, May). Explaining the enjoyment of playing video games: The role of competition. In Proceedings of the Second International Conference on Entertainment computing (pp. 1-9). Carnegie Mellon University. https://dl.acm.org/doi/abs/10.5555/958720.958735
Wang, S., Sun, W., Liu, J., Nah, K., Yan, W., & Tan, S. (2024). The influence of AR on purchase intentions of cultural heritage products: The TAM and flow-based study. Applied Sciences, 14(16). https://doi.org/10.3390/app14167169
Wang, Y., Ko, E., & Wang, H. (2022). Augmented reality (AR) app use in the beauty product industry and customer purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(1), 110-131. https://doi.org/10.1108/APJML-11-2019-0684
Watson, A., Alexander, B., & Salavati, L. (2020). The impact of experiential augmented reality applications on fashion purchase intention. International Journal of Retail & Distribution Management, 48(5), 433-451
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How to Cite
Phan , N. A. Q., Hoang , C. L., & Nguyen , V. D. (2025). The impact of augmented reality (AR) marketing on customer engagement through customer experience and brand love. Journal of Finance - Marketing Research, 3(01), 77-90. https://doi.org/10.52932/jfm.v3i1e.723