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Journal Articles

Managing omni-customer brand experience via augmented reality: A qualitative investigation in the Italian fashion retailing system

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Maria Teresa Cuomo, Debora Tortora, Giuseppe Festa, Francesca Ceruti, Gerardino Metallo
Journal: Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal (2020) 23 (3): 427–445.
https://doi.org/10.1108/QMR-11-2017-0142
Published: 25 February 2020
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Journal Articles

Exploiting online environment to engage customers: social commerce brand community

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Maria Teresa Cuomo, Alice Mazzucchelli, Roberto Chierici, Francesca Ceruti
Journal: Qualitative Market Research: An International Journal
Qualitative Market Research: An International Journal (2020) 23 (3): 339–361.
https://doi.org/10.1108/QMR-12-2017-0186
Published: 20 February 2020
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