Open AccessInvestigating the effect of augmented reality on customer brand engagement: The mediating role of technology attributes
Author(s) -
Naglaa Mohamed Diaa
Publication year - 2022
Publication title -
the business and management review
Language(s) - English
Resource type - Journals
eISSN - 2047-2862
pISSN - 2047-2854
DOI - 10.24052/bmr/v13nu02/art-31
Subject(s) - customer engagement , augmented reality , structural equation modeling , brand experience , affect (linguistics) , technology acceptance model , usability , psychology , advertising , customer experience , business , marketing , computer science , human–computer interaction , new product development , social media , communication , product management , machine learning , world wide web