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Unpacking augmentation quality and local presence: Factors that drive effective augmented reality marketing.

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Bibliographic Details
Title: Unpacking augmentation quality and local presence: Factors that drive effective augmented reality marketing.
Authors: Schein, Katrin E.1 (AUTHOR) katrin.schein@reutlingen-university.de, Rauschnabel, Philipp A.2,3 (AUTHOR) philipp.rauschnabel@gmail.com, Praxmarer-Carus, Sandra4 (AUTHOR) sandra.praxmarer@unibw.de, Babin, Barry J.5 (AUTHOR) bbabin@bus.olemiss.edu
Source: Journal of the Academy of Marketing Science. Feb2026, Vol. 54 Issue 1, p49-69. 21p.
Database: Business Source Ultimate
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ISSN:00920703
DOI:10.1007/s11747-025-01108-2