The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment
Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativenes...
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| Format: | Article |
| Language: | English |
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University of Warsaw
2024-01-01
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| Series: | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| Subjects: | |
| Online Access: | https://press.wz.uw.edu.pl/jmcbem/vol2024/iss1/4 |
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