Relationship between Brand Experience, Local Presence, Flow, and Brand Attitude While Applying Spatial Augmented Reality to a Brand Store
Jungeun Park, Hyun‐Soo Lee
Abstract
Offline brand spaces strive to incorporate innovative technologies and showcase their other aspects. Spatial augmented reality (SAR) is a type of augmented reality that is directly integrated into the physical space, overcoming display limitations, and providing a more immersive experience. In this study, 85 participants were asked to experience marketing-based SAR experimental stimuli, and the data were analyzed by evaluating flow, local presence, and brand attitude. The results of the study show a positive relationship between experiential elements such as sensory perception, emotion, cognition, behavior, and flow and local presence, which, in turn, impact brand attitude. However, if the target brand differs, the experiment may vary depending on the specifications, potentially impacting the evaluation. Additionally, future research should consider technological advancements and alternative approaches to expanded reality experiences. This study offers valuable insights into the potential marketing applications of SAR in offline brand spaces.