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Keywords: Augmented reality (AR)
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Journal Articles
How does augmented reality enhance brand equity? The mediating role of the vividness experience
Available to Purchase
Journal:
Internet Research
Internet Research (2026) 36 (1): 132–153.
Published: 13 December 2024
...Jiahong Xu; Hefu Liu; Jingmei Zhou Purpose Advancements in augmented reality (AR) technology have increased the interest in improving brand equity by creating AR-enhanced branding experiences. However, despite the potential of AR branding, knowledge regarding the underlying mechanisms required...
Journal Articles
Using augmented reality for shopping: a framework for AR induced consumer behavior, literature review and future agenda
Available to Purchase
Journal:
Internet Research
Internet Research (2023) 33 (1): 242–279.
Published: 29 March 2022
...Marc Riar; Nannan Xi; Jakob J. Korbel; Ruediger Zarnekow; Juho Hamari Purpose A current technological trend, which has gained even more traction recently due to the COVID-19 pandemic, is the use of augmented reality (AR) in shopping environments. AR is addressing contemporary challenges rooted...
