User: Guest  Login
If you experience problems opening the document, please try this link.
Document type:
Zeitschriftenaufsatz
Author(s):
Zanger, Vera ; Meißner, Martin ; Rauschnabel, Philipp A.
Title:
Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing
Keywords:
RESEARCH ARTICLE ; SPECIAL SECTION: DISRUPTING MARKETING REALITIES: THE SENSORY, EMOTIONAL AND COGNITIVE MECHANISMS TRANSFORMING CUSTOMER EXPERIENCES WITH REALITY2̆010ENHANCING TECHNOLOGIES ; AR marketing ; augmented reality ; brand attitude ; branding ; enjoyment ; inspiration ; purchase intention ; word\0̆10of\u1̆0mouth
Journal title:
Psychology & Marketing
Year:
2022
Journal volume:
39
Journal issue:
7
Pages contribution:
1285-1301
Fulltext / DOI:
doi:10.1002/mar.21641
E-ISSN:
0742-6046 ; 1520-6793
Date of publication:
09.03.2022
 BibTeX