Adding a New Dimension to Advertising: The Effects of Branded Augmented Reality on Brand Attachment and Purchase Intent
Public Deposited- Last Modified
- February 26, 2019
- Creator
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Grady, Lauren B.
- Affiliation: Hussman School of Journalism and Media
- Abstract
- 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.
- Date of publication
- spring 2016
- Keyword
- DOI
- Resource type
- Rights statement
- In Copyright
- Note
- Funding: None
- Advisor
- Sciarrino, JoAnn
- Degree
- Bachelor of Arts
- Honors level
- Highest Honors
- Degree granting institution
- University of North Carolina at Chapel Hill
- Extent
- 106 p.
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