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

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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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      – Type: doi
        Value: 10.1007/s11747-025-01108-2
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      – Code: eng
        Text: English
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              Text: Feb2026
              Type: published
              Y: 2026
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              Value: 54
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