Work

Immersive Augmented Reality and Global Brand Engagement: Satisfaction Mechanisms in International Marketing Environments

Year: 2026

Type: article

Study design: Observational Study

Source: Journal of Global Marketing

DOI: 10.1080/08911762.2026.2745960

Authors: Riad Al Chami, Sam El Nemar, Demetris Vrontis

Institutions: American University in the Emirates, University of Balamand, Mediterranean Institute of Management, Singapore Management University

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: W7221633097

FWCI:

Cites: 60

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