Keywords: Customer-based brand equity (CBBE)
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Journal Articles

The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an S-O-R framework perspective

Ziyou Jiang, Jewon Lyu
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2024) 33 (6): 702–716.
https://doi.org/10.1108/JPBM-09-2023-4706
Published: 04 June 2024
... to use luxury brand AR apps. To fill this gap, this study aims to use the stimulus-organism-response (S-O-R) model to examine how AR app attributes (i.e. interactivity and virtuality) and customer-based brand equity (CBBE) (i.e. brand awareness and brand image) of luxury brands affect consumers...
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