An Integrated Framework of the Relation Between Augmented Reality and Brand Love

Augmented reality (AR) technology is becoming increasingly important not only to consumers, but also to brands and businesses. The growing demand for unique and innovative experiences is facilitating its fast growth. One of the current market challenges is to understand how AR technology can develop consumer–brand relationships. Thus, this paper aims to propose a conceptual model that helps to better understand the relation between the usage of augmented reality and the development of brand love. Qualitative methodology was utilized in this study. Data were collected through a focus group, and content analysis was performed. Results showed that there is a positive correlation between the usage of AR and the development of brand love. At the academic level, this paper presents an integrated framework about the relation between augmented reality, brand love, and its dimensions. At the enterprise level, it provides key insights to managers and marketers that enable an alignment of the brand–consumer relationship through the incorporation of AR.