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Marketing Communications and Experiential Marketing in the Context of Augmented Reality

Contemporary Issues in Behavioral Finance

ISBN: 978-1-78769-882-6, eISBN: 978-1-78769-881-9

ISSN: 1569-3759

Publication date: 4 July 2019

Abstract

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.

Keywords

Citation

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

Publisher

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Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited