The chapter analyses augmented reality as a tool to improve the customer experience and the corporate brand identity. In addition, it offers a new communicative experience between brands and consumers and can be used through proactive strategies based on the phygital model, where physical and digital coexist, supporting the corporate brand identity with a view to multi-stakeholder communication. In particular, this chapter identifies the main challenges and recommendations linked with this tool.

Augmented Reality and Corporate Brand Identity: An Opportunity for Pioneer Enterprises

Maria Teresa Cuomo
;
Cinzia Genovino
;
Orsola Salmista
;
Rosa Maria Caprino
2022

Abstract

The chapter analyses augmented reality as a tool to improve the customer experience and the corporate brand identity. In addition, it offers a new communicative experience between brands and consumers and can be used through proactive strategies based on the phygital model, where physical and digital coexist, supporting the corporate brand identity with a view to multi-stakeholder communication. In particular, this chapter identifies the main challenges and recommendations linked with this tool.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11386/4802873
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