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

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 …

Purpose The present study aims to propose a framework elucidating the attributes of mobile
augmented reality (AR) shopping apps (ie, spatial presence, perceived personalization and …

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 …

The world of augmented reality (AR) is reaching astronomical figures in the consumer
industry. The AR world market is estimated to have over 1.7 billion users by the mid 2020s …

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as
business, marketing, tourism, gaming, human–computer interaction, and manufacturing …

As mobile and wearable devices that enable digital content to be displayed over physical
surroundings continue to develop, scholars are increasingly interested in these 'augmented …

Driven by the rapid technological development and adoption of augmented reality (AR) in
retail, academic research has grown rapidly. Our purpose is to understand the reasons why …

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

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 …