Impact of quality of AR apps on customer brand engagement, word-of-mouth and purchase intention : moderating role of perceived brand value
Vipul Patel, Pradeep Kautish, Naresh K. Patel
| Year of publication: |
2024
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| Authors: | Patel, Vipul ; Kautish, Pradeep ; Patel, Naresh K. |
| Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 15.2024, 3, p. 330-349
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| Subject: | AR apps | CBE | customer brand engagement | emerging market | India | moderation | perceived value of brand | quality dimensions | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Indien | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Virales Marketing | Viral marketing | Kundenzufriedenheit | Customer satisfaction | Markenartikel | Brand | Mobile Anwendung | Mobile application | Kundenintegration | Customer integration | Dienstleistungsqualität | Service quality | Produktqualität | Product quality | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJEMR.2024.138299 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015063983