How augmented reality can - and can't - help your brand

• Main Authors: CHANDUKALA, Sandeep R., REDDY, Karempudi Srinivas, TAN, Yong-Chin
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Augmented reality; e-commerce; commercial brands; E-Commerce; Marketing; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7026; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8025/viewcontent/AR_Brand_2022_HBR_av.pdf
• Institution: Singapore Management University

Customers want AR. But managers must have a proper understanding of how AR can help their brand before they invest in the technology. AR helps in entertaining and educating customers while also aiding them in evaluating products. AR can also promote online channel adoption while also encouraging cat...