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Keywords: Augmented reality
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–32.
Published: 06 April 2026
...Neha Sharma; Muhammed Sajid; Nirankush Dutta Purpose This study aims to examine how behavioural reasoning theory ( BRT ) explains omnichannel shoppers’ usage of augmented reality ( AR ) Try-on in digital retail. It analyses both reasons for ( RF ) and reasons against ( RA ) concerning usage...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–22.
Published: 23 December 2025
... licence. Augmented reality Self-determination theory Innovation resistance theory Occupation Use intention Word-of-mouth intention Realidad aumentada Teoría de la autodeterminación Teoría de resistencia a la innovación Ocupación Intención de uso Intención de boca a boca 增强现实...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2024) 28 (3): 287–309.
Published: 22 November 2023
...María A. Bretos; Sergio Ibáñez-Sánchez; Carlos Orús Purpose The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between studies focused on one technology or the other as both have...
