... analysis confirms that consumers’ perceived values mediate the relationship between AR app attributes and consumers’ attitudes toward a luxury brand AR app. Originality/value Theoretically, this study expands the application of the S-O-R model along with brand equity to AR adoption and luxury retail...

... consumers’ attitude, trust and behavioral intentions. Design/methodology/approach Two between-participants factorial design experiments (n = 176 for Study 1 and n = 169 for Study 2) were conducted to examine consumers’ responses to a brand’s cost transparency and production...

... the consumer’s mindset in brand involvement and attitudes that can lead to a potential purchase (Keller and Lehmann, 2003 ; Jin, 2009). However, examples of mobile media use going awry in consumer communications still exist. Current literature about mobile media’s impact on consumer attitude is evolving...