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We ARe at home: how augmented reality reshapes mobile marketing and consumer-brand relationships

Scholz, Joachim; Duffy, Katherine - In: Journal of retailing and consumer services 44 (2018), pp. 11-23

Persistent link: https://www.econbiz.de/10011904302

Conceptualization and development of a scale for brand experience in extended reality

Jeon, Joo-Eon - In: Global business and finance review 28 (2023) 6, pp. 1-22

Purpose: This study aims to conceptualize the brand experience that users' avatars can experience on an XR platform and develop items to measure it. Design/methodology/approach: The author presents both a conceptual analysis of brand experience in XR (BXIXR) and a BXIXR scale by conducting a...

Persistent link: https://www.econbiz.de/10014443247

The emperor's new clothes : self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes

Lavoye, Virginie; Sipilä, Jenni; Mero, Joel; … - In: The journal of services marketing 37 (2023) 10, pp. 1-21

Persistent link: https://www.econbiz.de/10014473563

Beyond the gimmick : how affective responses drive brand attitudes and intentions in augmented reality marketing

Zanger, Vera; Meißner, Martin; Rauschnabel, Philipp A. - In: Psychology & marketing 39 (2022) 7, pp. 1285-1301

Persistent link: https://www.econbiz.de/10013280095

Augmented reality marketing and consumer-brand relationships : how closeness drives brand love

Rauschnabel, Philipp A.; Hüttl-Maack, Verena; Ahuvia, … - In: Psychology & marketing 41 (2024) 4, pp. 819-837

Persistent link: https://www.econbiz.de/10014518840

Capturing retailers' brand and customer focus

Han, Simeng; Reinartz, Werner J.; Skiera, Bernd - In: Journal of retailing 97 (2021) 4, pp. 582-596

Persistent link: https://www.econbiz.de/10013270698

What is a retail brand : a systematic review of terms and definitions

Chen, Shaoyuan; Wang, Pengji; Wood, Jacob - In: International journal of retail and distribution management 51 (2023) 5, pp. 653-673

Persistent link: https://www.econbiz.de/10014281096

Why do hypermarkets extend their brands to a growing number of products?

Hasliza Hassan; Muhammad Sabbir Rahman; Abu Bakar Sade - In: International journal of business excellence 17 (2019) 3, pp. 290-305

Persistent link: https://www.econbiz.de/10011997497

A renaissance of brand experience : advancing the concept through a multi-perspective analysis

Andreini, Daniela; Pedeliento, Giuseppe; Zarantonello, Lia - In: Journal of business research : JBR 91 (2018), pp. 123-133

Persistent link: https://www.econbiz.de/10011902852

Handel i jego rozkwit po roku 1989

Waliczek, Ewa - 2019

Persistent link: https://www.econbiz.de/10012201876

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