Adding a New Dimension to Advertising: The Effects of Augmented Reality on Brand Attachment (2016)

Undergraduate: Lauren Grady

Faculty Advisor: JoAnn Sciarrino
Department: Journalism & Mass Communication

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This thesis examines the relationship between brand augmented reality and its impact on brand attachment and purchase intent. By assessing the impacts of this emerging technology in the branding sphere, I define its effectiveness in creating a lasting relationship between the consumer and the brand, as well as determining any increases in purchase intent as a direct correlation from exposure to the augmented reality app. I implemented L'Oreal Makeup Genius mobile application, an augmented reality technology that directly applies makeup to the user's face through an iPad screen, to qualitatively measure brand attachment and purchase intent. I used a qualitative analysis of three focus groups -- current L'Oreal customers, competitor customers (Almay, Maybelline, NYC Cosmetics, MAC, CoverGirl, Revlon), and non-makeup users. This thesis sets out to assess if brand-self connections and brand prominence, two prongs of brand attachment, increase as a direct result of using branded augmented reality and best practices for use of the technology.