augmented reality as an exciting online experience: is it really beneficial for brands?

The present research aims to look at the ways in wh ich Augmented Reality beneficial for brands to create positive brand perc eption, intention of purchase and positive word of mouth. Based on the aims of this r esearch paper and the study of Bluearca and Tamarjan (2010), five measures of perc eived value have been chosen- enhancing convenience, influencing enjoymen t, relevancy of idea, ease of interaction and WOM. Focus group is the method for this study because Augmented Reality application is a very new applica tion in Turkey so there is little prior knowledge and the range of responses l ikely to emerge. Focus groups have the ability to provide us with data not obtain able through paper and pencil self-report measures or observational measures. In areas of study in which little is known, focus groups may be an appropriate place to begin (Byers and Wilcox, 1991: 65). This paper explores the ways how can brands use AR application for their own beneficence. First time exposing this kind of inter active application, consumers’ first impressions, feelings and experiences will be valuable for Turkish brands which might prefer to engage their customers more c losely in future. Banana Flame is the brand chosen for this study because th ere is no Turkish brand using this application properly. Through this study, peop le’s understanding about AR technologies will be able to revealed and those inf ormation will lead Turkish brands developing experiential value and positive a ttitude in minds of their customers. The lack of Turkish brands using this application p roperly caused to choose a foreign brand (Banana Flame) which is an Online Fas hion Boutique and first online retailer to integrate Augmented Reality thro ughout entire site in U.S.A. For this reason, it was assumed that Banana Flame has n o brand awareness between young Turkish consumers. Owing to the fact that Ban ana Flame is a women’s fashion brand, focus group included 18-30 years of female students from Maltepe University.