Institut für Marketing & Management

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Browsing Institut für Marketing & Management by Sustainable Development Goals "8"

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    Augmented reality marketing and consumer-brand relationships: how closeness drives brand love
    (2024) Rauschnabel, Philipp A.; Hüttl‐Maack, Verena; Ahuvia, Aaron C.; Schein, Katrin E.
    Marketers use augmented reality (AR) to place virtual brand-related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non-AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre-/post-use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world.
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    Leveraging digital technologies in logistics 4.0: insights on affordances from intralogistics processes
    (2024) Albrecht, Tobias; Baier, Marie-Sophie; Gimpel, Henner; Meierhöfer, Simon; Röglinger, Maximilian; Schlüchtermann, Jörg; Will, Lisanne; Albrecht, Tobias; FIM Research Center, Wittelsbacherring 10, 95444, Bayreuth, Germany; Baier, Marie-Sophie; FIM Research Center, Wittelsbacherring 10, 95444, Bayreuth, Germany; Gimpel, Henner; FIM Research Center, Wittelsbacherring 10, 95444, Bayreuth, Germany; Meierhöfer, Simon; FIM Research Center, Wittelsbacherring 10, 95444, Bayreuth, Germany; Röglinger, Maximilian; FIM Research Center, Wittelsbacherring 10, 95444, Bayreuth, Germany; Schlüchtermann, Jörg; University of Bayreuth, Universitätsstraße 30, 95447, Bayreuth, Germany; Will, Lisanne; FIM Research Center, Wittelsbacherring 10, 95444, Bayreuth, Germany
    Emerging digital technologies are transforming logistics processes on a large scale. Despite a growing body of knowledge on individual use cases ranging from collaborative robots to platform-based planning systems in the frontline industrial development of Logistics 4.0, organizations lack a systematic understanding of the opportunities digital technologies afford for logistics processes. To foster such understanding, this study takes an intra-organizational perspective as a central starting point for digitalization initiatives toward Logistics 4.0. It synthesizes current academic research and industrial insights from a systematic literature review and an expert interview study through an affordance lens. The result is a catalog and conceptual framework of ten digital technology affordances in intralogistics (DTAILs) and 46 practical manifestations. Thereby, this study contributes to understanding and leveraging the opportunities digital technologies afford in a leading-edge information systems application domain. It serves as a foundation for further theorizing on Logistics 4.0 and for structuring strategic discussions among organizational stakeholders.