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Keywords: Brand engagement
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Journal Articles
The impact of augmented reality on consumer behavior: a focus on value development, leading to brand engagement and purchase intention
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Management & Sustainability: An Arab Review (2025) 4 (2): 320–341.
Published: 17 May 2024
...Eiman Negm Purpose This study investigates the impact of augmented reality (AR) on consumers’ shopping process, focusing on value creation, brand engagement and purchasing intents. Design/methodology/approach This quantitative deductive study analyzed 393 questionnaires through non-probability...
