While a few studies have demonstrated a positive attitude of customers toward AR advertising, sufficient empirical evidence proving the ability of AR to engage customers above and beyond traditional 2D advertising and the processes that underlie customers’ enhanced experience with AR is lacking. Obtaining this knowledge is very important as it would offer scientific support to companies’ growing interest to invest in AR.
What are the causes of brand hate? What are consumers willing to do to show this “feeling”? This paper identifies the negative emotions associated with brand hate and a number of preventive actions to avoid it