Virtual reality (VR) and augmented reality (AR) technologies are having a profound impact
on a variety of marketing practices and are attracting increasing attention from marketing …

Augmented reality (AR) and virtual reality (VR) have emerged as rapidly developing
technologies used in both physical and online retailing to enhance the selling environment …

Marketing scholars and practitioners are showing increasing interest in Extended Reality
(XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed …

A new wave of virtual reality (VR) development promises to make the technology
mainstream, and with it to provide an exciting new platform for consumer marketing. The …

Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential
retailers align online and offline experiences, guidance on choosing or combining these …

Augmented reality presents numerous opportunities and challenges for marketers to enrich
the retail shopping experience. Although the technology is well established, practical …

Augmented Reality (AR) has received increased attention over the last years, both from
managers and scholars alike. Various studies in the marketing discipline have tackled …

Purpose The purpose of this paper is to review augmented reality (AR) within retailing by
identifying, outlining and discussing definitions of AR, applications of AR that are relevant for …