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Keywords: Augmented reality
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Journal Articles
Augmented reality in retail: unravelling the nexus of customer engagement and purchase intentions
Available to PurchaseMariam Mahmoud Kleilat, Sam El Nemar, Wael Bakhit, Demetris Vrontis, Emmanouela Kokkinopoulou, Karim S. Rebeiz
Journal:
Competitiveness Review
Competitiveness Review (2026) 36 (3): 618–638.
Published: 16 September 2025
...Mariam Mahmoud Kleilat; Sam El Nemar; Wael Bakhit; Demetris Vrontis; Emmanouela Kokkinopoulou; Karim S. Rebeiz Purpose This study aims to explore the influence of augmented reality ( AR ) features (interactivity, vividness and novelty) on customer engagement and purchase intention within...
Journal Articles
Factors influencing competitive advantage in start-ups operations 4.0
Available to Purchase
Journal:
Competitiveness Review
Competitiveness Review (2024) 34 (6): 1155–1177.
Published: 21 February 2024
...,” “employee empowerment,” “augmented reality (AR)” and “operational technologies” in its identification of 12 enablers for startup operations 4.0. Research limitations/implications The main focus of the study is on the variables that affect startup operations 4.0’s competitive advantage. Practical...
