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- Title:
Beyond the Gimmick: How affective responses drive brand attitudes and intentions in Augmented Reality Marketing
- Document type:
- Zeitschriftenaufsatz
- Author(s):
- Zanger, V., M. Meißner, P. Rauschnabel
- Non-TUM Co-author(s):
- ja
- Cooperation:
- national
- Intellectual Contribution:
- Discipline-based Research
- Journal title:
- Psychology & Marketing
- Journal listet in FT50 ranking:
- nein
- Year:
- 2022
- Fulltext / DOI:
- doi:10.1002/mar.21641
- Judgement review:
- 0
- Key publication:
- Nein
- Peer reviewed:
- Ja
- Commissioned:
- not commissioned
- Technology:
- Nein
- Interdisciplinarity:
- Nein
- Mission statement:
- ;
- Ethics and Sustainability:
- Nein
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