Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing

Psychology & marketing, 2022-07, Vol.39 (7), p.1285-1301 [Peer Reviewed Journal]

2022 The Authors. published by Wiley Periodicals LLC ;2022. This article is published under http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 1520-6793 ;ISSN: 0742-6046 ;EISSN: 1520-6793 ;DOI: 10.1002/mar.21641

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