The illusion of luxury : augmented reality's clash with brand essence
Year of publication: |
2024
|
---|---|
Authors: | Nann, Lucas ; Finken, David ; Döring, Tim ; Hofstetter, Reto |
Published in: |
Marketing Review St. Gallen : die neue Thexis-Marketingfachzeitschrift für Theorie und Praxis. - St. Gallen : Thexis Verlag, ISSN 1865-7516, ZDB-ID 2425938-X. - Vol. 41.2024, 2, p. 50-57
|
Subject: | Luxusgüter | Luxury goods | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Virtuelle Realität | Virtual reality |
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