Towards a theoretical framework for augmented reality marketing : A means-end chain perspective on retailing

Kumar, HarishHarishKumarRauschnabel, Philipp A.Philipp A.RauschnabelAgarwal, Madhushree NandaMadhushree NandaAgarwalSingh, Rajesh KumarRajesh KumarSinghSrivastava, RituRituSrivastava2025-05-082025-05-0820241872-75300378-7206https://fis.uni-bamberg.de/handle/uniba/108182engTowards a theoretical framework for augmented reality marketing : A means-end chain perspective on retailingarticle10.1016/j.im.2023.103910