Project Abstract

Abstract
Augmented Reality (AR) technology has increasingly gained attention in the marketing domain, offering innovative ways to engage consumers and enhance brand experiences. This research explores the potential of utilizing AR for interactive product branding in retail environments. The study investigates how AR can be leveraged to create immersive and personalized brand experiences that drive consumer engagement, influence purchase decisions, and ultimately increase brand loyalty. The research begins with an examination of the current landscape in retail marketing and the growing importance of technology in shaping consumer behavior. It delves into the theoretical foundations of AR technology and its applications in marketing, with a specific focus on product branding strategies. By conducting a comprehensive literature review, the study identifies key concepts, trends, and best practices in utilizing AR for interactive product branding in retail settings. The methodology chapter outlines the research design and approach, detailing the data collection methods, sample selection criteria, and data analysis techniques employed in the study. Through a mixed-methods research approach, combining quantitative surveys and qualitative interviews with marketing professionals and consumers, the research aims to gain insights into the effectiveness of AR in enhancing product branding and consumer engagement. Chapter four presents a detailed discussion of the research findings, highlighting the impact of AR technology on brand perception, consumer behavior, and purchase intentions in retail environments. The analysis of the data sheds light on the key factors that influence the success of AR-based product branding initiatives and provides practical recommendations for marketers seeking to implement AR strategies in their branding campaigns. In conclusion, this research underscores the transformative potential of AR technology in revolutionizing product branding practices in retail environments. By creating interactive and immersive brand experiences, AR offers a unique opportunity for marketers to connect with consumers in meaningful ways, differentiate their brands, and drive business growth. The study contributes to the existing body of knowledge on AR marketing and provides valuable insights for practitioners and researchers interested in leveraging AR for interactive product branding. Keywords Augmented Reality, Interactive Product Branding, Retail Environments, Consumer Engagement, Brand Loyalty, Marketing Strategy.

Project Overview