The execution of augmented reality (AR) has become a new method for companies to create a favorable shopping experience. This study investigates consumer-based brand equity (CBBE) in the mobile AR context, especially regarding high- vs. low-innovativeness consumers. We identify three key attributes to signify AR's embedding and embodiment experience—perceived augmentation, simulated physical control, and response time—and confirm their positive influences on overall brand equity through cognitive, affective, and sensory brand association dimensions. The findings also demonstrate that consumer innovativeness moderates the influences of these AR attributes on brand associations. The study provides valuable implications for researchers and managers.

中文翻译：

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通过移动增强现实购物：AR 嵌入和体现属性对基于消费者的品牌资产的影响


增强现实（AR）的执行已成为企业创造良好购物体验的新方法。本研究调查了移动 AR 背景下基于消费者的品牌资产 (CBBE)，特别是针对高创新性消费者和低创新性消费者。我们确定了三个关键属性来表示 AR 的嵌入和体现体验——感知增强、模拟物理控制和响应时间——并通过认知、情感和感官品牌关联维度确认它们对整体品牌资产的积极影响。研究结果还表明，消费者的创新性会缓和这些 AR 属性对品牌联想的影响。该研究为研究人员和管理者提供了宝贵的启示。