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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, Vera ; Meißner, Martin ; Rauschnabel, Philipp A.
- 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
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