The Use of Augmented Reality in the Marketing Mix of Physical Products: Current Practices and Future Implications

The Use of Augmented Reality in the Marketing Mix of Physical Products: Current Practices and Future Implications

Daniela Langaro (Business Research Unit (BRU/UNIDE), Instituto Universitário de Lisboa (ISCTE-IUL), Portugal) and Luis Bravo Martins (IT People Group, Portugal & Virtual Reality and Augmented Reality Association (VRARA), Portugal)
DOI: 10.4018/978-1-7998-2874-7.ch004
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The chapter explores current practices regarding the use of AR in the marketing mix of physical products and the implications for the future. Authors identify common aspects and recommend future studies and practices. Twenty cases of physical products using AR as part of their marketing mix were identified and analysed. The EPI Cube framework and its contextualization in the customer experience was used as a theoretical model for guiding the analysis. Findings are presented and implications for theory and practice are discussed.
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Reality-Virtuality: Conceptualizing Augmented Reality

Several mediated realities exist between real environment and virtual environment. Augmented reality is seen somewhere in middle of the Reality-Virtuality continuum as it combines physical and digital objects in real time (Milgram and Kishino, 1994; Flavián et al., 2019). This definition is captured on Azuma´s (1997) conceptualization of AR. The author argues that AR combines digital and physical objects, giving users the opportunity to interact with these digital objects in real time, while they are accurately overlaid on physical reality. (Goff, Mulvey, Irvin, & Hartstone-Rose, 2018).

The devices used for AR are diverse, ranging from fixed overhead camera projections (Wojciechowski, Walczak, &White, 2003), to tablets, computers and smart phones (Pence 2010), which are gaining increased relevance as AR enabling technologies, because of its ease of adoption and user base.

Key Terms in this Chapter

Marketing Mix: A foundation model for businesses, historically centered around product, price, place, and promotion (also known as the “4 Ps”).

Augmented Reality (AR): An interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer-generated perceptual information, sometimes across multiple sensory modalities, including visual, auditory, haptic, somatosensory and olfactory.

Virtual Reality (VR): A simulated experience that can be similar to or completely different from the real world. Applications of virtual reality can include entertainment (i.e. gaming) and educational purposes (i.e. medical or military training).

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