We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships
Abstract
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’ motivations for and reactions to using AR applications. The current article takes a more holistic approach to examine what consumer-brand...
Paper Details
Title
We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships
Published Date
Sep 1, 2018
Volume
44
Pages
11 - 23
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