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Augmented Reality and Authenticity: An Experimental Study to Investigate their Impact on Luxury Perception

PAGLIARINI, VALENTINA
Master thesis
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URI
https://hdl.handle.net/11250/2688634
Date
2020
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  • Master of Science [963]
Abstract
Abstract

In recent years, studies about luxury perception have proliferated. Nonetheless,

few of these have investigated both product internal and external factors that may have

an impact on it. On one side, a large body of research has focused on the internal

elements that constitute a high-end brand, such as authenticity. On the other side, little

research has investigated whether external factors, such as the way a product is

displayed (e.g., photo, video, augmented reality), may influence luxury perception. The

current study sought to merge these two distinct streams of research, by shedding light

on the impact of both internal and external factors. More specifically, we studied how

authenticity shapes luxury perception and whether this relationship is influenced by

presenting a product through different modes of visualization. In our study, we

presented a Gucci bag through Augmented Reality (AR) and 2-Dimensional (2D)

modes of visualization. We manipulated authenticity by using elements that recalled

Italy (high authenticity, considering the brand’s origin) and Brazil (low authenticity,

unrelated brand origin). The research focused on three main objectives: 1) confirm that

origin, and thus authenticity, affects individuals’ luxury perception of the product; 2)

test if this relationship is influenced by different modes of visualization; 3) investigate

which characteristics of mode of visualization create such a perceptual difference. We

first conducted a pre-test to ensure a common ground for authenticity. We employed a

within subject design, priming participants with six different scenarios representing

different sources of authenticity (heritage and pedigree, craftsmanship and country of

origin). Then, we conducted a 2 x 2 between participants experiment, with factors

authenticity (low vs. high) and visualization mode (2D vs. AR). 198 respondents were

randomly assigned to one of the four conditions and they were asked to judge the

products, as well as the experience itself. Our findings suggest that both authenticity

and mode of visualization positively affect luxury perception. In our discussion we

propose how this study can lead the way for an all-round exploration of AR in the

communication of luxury brands’ authenticity. Finally, we explain the contribution of

these findings to existent literature and the managerial insights that can be gained.

Keywords: Luxury perception, mode of visualization, authenticity, Augmented

Reality, interactivity.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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Handelshøyskolen BI

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