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Keywords: Experiential value
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Journal Articles
Journal of Business & Industrial Marketing (2025) 40 (4): 994–1007.
Published: 16 April 2025
...Elodie Massa; Riadh Ladhari Purpose This study aims to offer a better understanding of the experiential value of augmented reality (AR) experiences in business-to-business (B2B) marketing and its context-specific dimensions. Design/methodology/approach The present research uses a stakeholder...
