Augmented reality marketing: How mobile AR-apps can improve brands through inspiration
Journal of Retailing and Consumer Services, pp. 43-53, 2019.
Abstract Augmented Reality (AR) is a promising and growing field in marketing research and practice. Very little is known if, how, and why AR-apps can impact consumers’ perception and evaluation of brands. The following research presents and empirically tests a framework that theorizes how consumers perceive and evaluate the benefits an...More
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