Findings – The preliminary study revealed that the attitudes toward experiential marketing, brand attitudes, and purchase intention using the AR application were significantly different from the catalog application.
Bilgili Sülük, S. and Aydin, K. (2019), "Marketing Communications and Experiential Marketing in the Context of Augmented Reality", Grima, S., Özen, E., Boz, H., Spiteri, J. and Thalassinos, E. (Ed.) Contemporary Issues in Behavioral Finance (Contemporary Studies in Economic and Financial Analysis, Vol. 101), Emerald Publishing Limited, Bingley, pp. 153-162. https://doi.org/10.1108/S1569-375920190000101010
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