Beyond the gimmick : how affective responses drive brand attitudes and intentions in augmented reality marketing
Vera Zanger, Martin Meißner, Philipp A. Rauschnabel
| Year of publication: |
2022
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|---|---|
| Authors: | Zanger, Vera ; Meißner, Martin ; Rauschnabel, Philipp A. |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 7, p. 1285-1301
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| Subject: | AR marketing | augmented reality | brand attitude | branding | enjoyment | inspiration | purchase intention | word-of-mouth | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Virales Marketing | Viral marketing | Markenartikel | Brand | Virtuelle Realität | Virtual reality | Werbewirkung | Advertising effects | Markenimage | Brand image |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21641 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013280095