Privacy concerns are an often cited obstacle to consumer adoption of augmented reality (AR) technology, but research has not yet...

The rise of augmented reality (AR) technology, which overlays digital content to alter customers’ views of a physical service setting,...

We invite authors to submit to our special issue "Disrupting marketing realities: The sensory, emotional and cognitive mechanisms...

Recent reports and research suggest that managers not only lack insight into how AR might engage customers and enable creative activity,...

Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and...

Imagine you need to make the difficult decision to redecorate your home and choose a new wall color. Wouldn't you want to see immediately...

Imagine a 70-in. TV set in your home. Now imagine an Augmented Reality (AR) hologram of that TV set, visually indistinguishable from its...

We are delighted to announce that our project 'Making omnichannel an augmented reality: the current and future state of the art' in the...