Purpose Amidst the ambiguity about the impact of augmented reality (AR) attributes on
hedonic or utilitarian values, the present study aims to understand what AR attributes create …

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

Drawing on cognitive appraisal theory as a theoretical foundation, this research examines
the sequential effects of time convenience and (anticipated) emotions on consumer …

Recent technological advancements, notably in augmented reality (AR), have disrupted the
marketing landscape, arousing interest in immersive experiences for consumers. In …

Augmented reality (AR) merges virtual elements with our physical context. Although there is
evidence in marketing that AR may be superior to alternative formats, there is a lack of work …

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 …

Whether AI chatbots improve smart experiences and generate revenue is an under-
researched topic. This study fills this research gap by investigating and comparing the …

Virtual try-on applications use augmented reality to virtually display products on consumers'
faces or bodies. That is, they simulate a believable try-on experience by means of …

Purpose This study aims to clarify the ambiguous nature of equity sensitivity and understand
the associations between equity perceptions and the personality domain in organizational …

Marketers use augmented reality (AR) to place virtual brand‐related information into a
consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory …