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Keywords: Augmented reality (AR)
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Journal Articles
Journal of Product & Brand Management (2024) 33 (6): 702–716.
Published: 04 June 2024
...Ziyou Jiang; Jewon Lyu Purpose Augmented reality (AR) provides consumers with added value by allowing them to experience products via mobile devices. An increasing number of brands have adopted AR apps, but little is known about how consumers respond to AR app attributes or what motivates them...
