We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships
Augmented reality (AR) has the potential to reshape the mobile shopping experience and create more meaningful consumer-brand relationships. Yet, the broader experiential and brand-related impact of AR remains unclear, as much existing research adopts an app-centric perspective focused on consumers’...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Elsevier Ltd
2018
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| Online Access: | View Fulltext in Publisher |