Augmented Reality and Customer-Based Brand Equity: The moderating Effect of Narcissism on the Evaluation of AR Brand Experiences

Anja A. Lambrecht, Carsten Baumgarth

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

In the context of Artificial Intelligence, Metaverse, and Virtual Reality, Augmented Reality (AR) technology is a buzzword. AR has already been used for a while for internal and external communication by some companies. However, the effects of the two core features of AR, the dynamics of 3D elements and the possible self-referencing of consumers through AR, are rarely researched. The referencing character gives the consumer the opportunity for self-esteem. With a global rise in narcissistic behaviour, it is essential to explore the levels of self-esteem provided by AR and its effects on the perception of brand experience.
Furthermore, more studies needs to consider the effect of AR brand experiences on customer-based brand equity (CBBE) in order to understand the value of AR technology for outward-facing brand management goals. The combination of CBBE and AR experiences, moderated by narcissism, are research variables that have not received much attention so far. The following empirical study aims at closing this gap.
Original languageEnglish
Title of host publicationTagungsband DERMARKENTAG 2023
Number of pages14
Publication statusPublished - 2024
EventGerman Conference on Brand Science, DERMARKENTAG 2023 - Hochschule Koblenz, Koblenz, Germany
Duration: 28 Sept 202329 Sept 2023
https://dermarkentag.de/

Conference

ConferenceGerman Conference on Brand Science, DERMARKENTAG 2023
Abbreviated titleDERMARKENTAG 2023
Country/TerritoryGermany
CityKoblenz
Period28/09/2329/09/23
Internet address

Keywords

  • augmented reality
  • brand management
  • customer-based brand equity
  • self-referencing
  • narcissism

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