Adding a New Dimension to Advertising: The Effects of Branded Augmented Reality on Brand Attachment and Purchase Intent
Grady, Lauren B. · Carolina Digital Repository (University of North Carolina at Chapel Hill) · 2019
This thesis examines the relationship between branded augmented reality and its impact on brand attachment and purchase intent. By assessing the impacts of this emerging technology in the branding sphere, I define its effectiveness in creating a lasting relationship between the consumer and the brand, as well as determining any increases in purchase intent as a direct correlation from exposure to the augmented reality app. I implemented L’Oreal Makeup Genius mobile application, an augmented reality technology that directly applies makeup to the user’s face through an iPad screen, to qualitatively measure brand attachment and purchase intent. I used a qualitative analysis of three focus groups – current L’Oreal customers, competitor customers (Almay, Maybelline, NYC Cosmetics, MAC, CoverGirl, Revlon), and non-makeup users. This thesis sets out to assess if brand-self connections and brand prominence, two prongs of brand attachment, increase as a direct result of using branded augmented reality, if purchase intent increases, and best practices for use of the technology.