This paper furthers our understanding of customer brand engagement through augmented
reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone …

Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …

Augmented Reality (AR) is a promising and growing field in marketing research and
practice. Very little is known if, how, and why AR-apps can impact consumers' perception …

Smart retailing has recently emerged as a new form of retail brand management enabled by
novel technologies such as mobile augmented reality applications, to create better …

Augmented reality is an emerging and promising technology to expand consumer shopping
experiences in the retail sector. How augmented reality apps can impact consumer …

This study explores the relative advantage of augmented reality (AR) over web-based
product presentations. We develop a consumer response model and compare consumers' …

Augmented reality (AR) has the potential to reshape the mobile shopping experience and
create more meaningful consumer-brand relationships. Yet, the broader experiential and …

Retail settings are being challenged to become smarter and provide greater value to both
consumers and retailers. An increasingly recognised approach having potential for enabling …

The increasing use of digital technologybased retail services provides new opportunities
for digital marketing. In this paper, we investigate how augmented reality (AR) technology …

Purpose The purpose of the study was to identify (1) whether aspects of expectancy-value
judgments (EVJ) of uses and gratifications, such as novelty, fashion/status, sociability and …