{"title":"第十章:增强现实背景下的营销传播与体验营销","authors":"Songül Bilgili Sülük, Kenan Aydın","doi":"10.1108/S1569-375920190000101010","DOIUrl":null,"url":null,"abstract":"Findings – The preliminary study revealed that the attitudes toward experiential marketing, brand attitudes, and purchase intention using the AR application were significantly different from the catalog application.","PeriodicalId":404151,"journal":{"name":"Contemporary Studies in Economic and Financial Analysis","volume":"82 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Chapter 10 Marketing Communications and Experiential Marketing in the Context of Augmented Reality\",\"authors\":\"Songül Bilgili Sülük, Kenan Aydın\",\"doi\":\"10.1108/S1569-375920190000101010\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Findings – The preliminary study revealed that the attitudes toward experiential marketing, brand attitudes, and purchase intention using the AR application were significantly different from the catalog application.\",\"PeriodicalId\":404151,\"journal\":{\"name\":\"Contemporary Studies in Economic and Financial Analysis\",\"volume\":\"82 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2019-07-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Contemporary Studies in Economic and Financial Analysis\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/S1569-375920190000101010\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Contemporary Studies in Economic and Financial Analysis","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/S1569-375920190000101010","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Chapter 10 Marketing Communications and Experiential Marketing in the Context of Augmented Reality
Findings – The preliminary study revealed that the attitudes toward experiential marketing, brand attitudes, and purchase intention using the AR application were significantly different from the catalog application.
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