Abstract
Augmented Reality (AR) has gained increased attention in recent theory and practice owing to its potential to enhance customer responses toward brands. However, the investigation into how AR apps can foster brand-related outcomes remains to be limited. The study aims to determine how AR app-based brand engagement drives key brand-related outcomes while observing the mediating role of ‘attitude towards the brand's AR app’ and the moderating role of AR app-based brand experience. 383 responses were collected from AR app users to examine the model. The results suggest that ‘attitude towards the brand's AR app’ mediates the influence of AR app-based brand engagement on AR app-based brand love, AR app-based brand co-creation, and online review intention. AR app-based brand experience moderates the said mediation relations with a positive effect for the high AR app-based brand experience. The study ends with contributions to the theory and offers insights into how AR app-based brand engagement can advance brand-related outcomes.
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