Work

How does augmented reality enhance brand equity? The mediating role of the vividness experience

Year: 2024

Type: article

Source: Internet Research

DOI: 10.1108/intr-09-2023-0738

Authors: Jiahong Xu, Hefu Liu, Jingmei Zhou

Institutions: University of Science and Technology of China, Renmin University of China

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4405267473

FWCI: 1.871

Cites: 54

Cited by: 4

Related to: 10