The playground effect : how augmented reality drives creative customer engagement
Alexander Jessen, Tim Hilken, Mathew Chylinski, Dominik Mahr, Jonas Heller, Debbie Isobel Keeling, Ko de Ruyter
| Year of publication: |
2020
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|---|---|
| Authors: | Jessen, Alexander ; Hilken, Tim ; Chylinski, Mathew ; Mahr, Dominik ; Heller, Jonas ; Keeling, Debbie Isobel ; Ruyter, Ko de |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 116.2020, p. 85-98
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| Subject: | Augmented Reality | Customer creativity | Customer engagement | Purchase journey | Regulatory mode | Kreativität | Creativity | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Virtuelle Realität | Virtual reality | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2020.05.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012257546