We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships
Augmented reality (AR) has the potential to reshape the mobile shopping experience and create more meaningful consumer-brand relationships. Yet, the broader experiential and brand-related impact of AR remains unclear, as much existing research adopts an app-centric perspective focused on consumers’...
Main Authors: | Duffy, K. (Author), Scholz, J. (Author) |
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Format: | Article |
Language: | English |
Published: |
Elsevier Ltd
2018
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Subjects: | |
Online Access: | View Fulltext in Publisher |
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