Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/26450
Author(s): | Langaro, D. Martins, L. |
Editor: | Sandra Maria Correia Loureiro |
Date: | 2020 |
Title: | The use of augmented reality in the marketing mix of physical products: Current practices and future implications |
Book title/volume: | Managerial challenges and social impacts of virtual and augmented reality |
Reference: | Langaro, D., & Martins, L. (2020). The use of augmented reality in the marketing mix of physical products: Current practices and future implications. EM Sandra Maria Correia Loureiro (Ed.). Managerial challenges and social impacts of virtual and augmented reality. IGI Global. 10.4018/978-1-7998-2874-7.ch004 |
ISBN: | 9781799828747 |
DOI (Digital Object Identifier): | 10.4018/978-1-7998-2874-7.ch004 |
Keywords: | Marketing mix Augmented reality Realidade virtual -- Virtual reality |
Abstract: | The current book chapter intends to explore what are the current practices in place regarding the use of AR in the marketing mix of physical products and the implications for the future. While exploring this research question, the study contributes for identifying common aspects and drawing recommendations for future studies and practices. For addressing the research question proposed, twenty cases of physical products using AR as part of their marketing mix were identified and analysed for their characteristics. The EPI Cube framework and its contextualization in the customer experience was used as theoretical model for guiding the analysis. Findings are presented and implications for theory and practice are discussed. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-CLI - Capítulos de livros internacionais |
Files in This Item:
File | Size | Format | |
---|---|---|---|
bookPart_66605.pdf | 449,54 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.