Meta-analysis of augmented reality marketing

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Kumar, Harish, Gupta, Parul and Chauhan, Sumedha (2022) Meta-analysis of augmented reality marketing. Marketing Intelligence & Planning, 41 (1). pp. 110-123. ISSN 0263-4503

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Abstract

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 hedonic and utilitarian values and how their interaction determines consumers’ behavioral intention.

Item Type:	Article
Keywords:	Augmented Reality Marketing \| Utilitarian Value \| Meta-Analysis \| Hedonic Value \| Consumer Behavior
Subjects:	Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre:	Jindal Global Business School
Depositing User:	Amees Mohammad
Date Deposited:	24 Sep 2022 15:24
Last Modified:	24 Feb 2023 10:22
Official URL:	https://doi.org/10.1108/MIP-06-2022-0221
URI:	https://pure.jgu.edu.in/id/eprint/4634

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