Augmented Reality, Enhanced Reality?
An Experiment on the Impact on the Perception of Wine Brands
DOI:
https://doi.org/10.14409/rce.2023.20.e0030Keywords:
Augmented reality, Wine, MarketingAbstract
Augmented Reality (AR) technology stands out for superimposing interactive digital elements with other objects in the physical world. This research aims to study the influence of AR on consumer perception within the wine sector -an important sector in our country-, involving an Argentinian wine brand which uses this technology.
The present work consists of an experimental investigation including the comparison of the results obtained from two groups of participants: one of them exposed to an AR stimulus and the other with no exposure to this technology. The objective has been to determine if exposure to AR has an impact on consumers’ brand perception, whose analysis is based on the concepts of experience, value, satisfaction and brand recommendation.
The results of this work are valuable because of their relevance for companies: AR can be used as a differentiation strategy in order to create a better experience, more satisfaction, greater recommendation and perception of the value of the brand among its customers.
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