Rauschnabel, Philipp A.; Hüttl‐Maack, Verena; … - In: Psychology & Marketing 41 (2024) 4, pp. 819-837
Marketers use augmented reality (AR) to place virtual brand-related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can...