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Keywords: Perceived augmentation
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (6): 976–1009.
Published: 03 May 2024
... in the relationship between customer perceptions of AR attributes and both attitudinal and behavioural outcomes. Originality/value To the best of the authors’ knowledge, this is the first attempt to investigate the significance of perceived augmentation as an antecedent to customer engagement and the mediating...
