Table 8. Conclusion and theoretical and...

Table 8.

Conclusion and theoretical and practical implications

Conclusions	Theoretical and practical implications
The findings suggest that AR quality and AR expertise positively influence consumer inspiration. Inspiration also positively influences app/brand congruence. However, no direct effect of inspiration on experience extension was found The results showed that app/brand congruence had a full mediating effect between consumer inspiration and experience extension	AR marketing can increase experience extension by encouraging consumer inspiration. This study contributes to the literature by examining the impacts of AR applications on consumer inspiration and app/brand congruence. We show that inspiration activates consumers’ emotional responses, leading to behavioral outcomes and triggering experience extension. In practical terms, AR applications should be considered a strategic marketing tool for brands and should continuously improve quality, personalization and user experience. Considering the positive impact of AR on consumer trust, brand attitude and purchase decisions, successful implementations can increase customer satisfaction and brand loyalty

Conclusions	Theoretical and practical implications
The findings suggest that AR quality and AR expertise positively influence consumer inspiration. Inspiration also positively influences app/brand congruence. However, no direct effect of inspiration on experience extension was foundThe results showed that app/brand congruence had a full mediating effect between consumer inspiration and experience extension	AR marketing can increase experience extension by encouraging consumer inspiration. This study contributes to the literature by examining the impacts of AR applications on consumer inspiration and app/brand congruence. We show that inspiration activates consumers’ emotional responses, leading to behavioral outcomes and triggering experience extension. In practical terms, AR applications should be considered a strategic marketing tool for brands and should continuously improve quality, personalization and user experience. Considering the positive impact of AR on consumer trust, brand attitude and purchase decisions, successful implementations can increase customer satisfaction and brand loyalty

Conclusions

Theoretical and practical implications

The findings suggest that AR quality and AR expertise positively influence consumer inspiration. Inspiration also positively influences app/brand congruence. However, no direct effect of inspiration on experience extension was foundThe results showed that app/brand congruence had a full mediating effect between consumer inspiration and experience extension

AR marketing can increase experience extension by encouraging consumer inspiration. This study contributes to the literature by examining the impacts of AR applications on consumer inspiration and app/brand congruence. We show that inspiration activates consumers’ emotional responses, leading to behavioral outcomes and triggering experience extension. In practical terms, AR applications should be considered a strategic marketing tool for brands and should continuously improve quality, personalization and user experience. Considering the positive impact of AR on consumer trust, brand attitude and purchase decisions, successful implementations can increase customer satisfaction and brand loyalty

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