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RELATIONSHIP OF AUGMENTED REALITY MARKETING AND PERCEIVED PRICE ON CONSUMER PURCHASE INTENTION WITH MEDIATING ROLE OF BRAND IMAGE OF SHOPEE MALAYSIA

There were contradictory findings where augmented reality brings enjoyable and playful elements to marketing but not necessary an effective tool for brand interaction and further investigation was required to minimize the gap. In contrast price was considered significant when judging the overall ben...

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Bibliographic Details
Main Authors:	Tanah, Peter Kenny, Choo, Dennis, Ying Hoe
Format:	Article
Language:	English
Published:	INTI International University 2022
Subjects:	H Social Sciences (General) HF Commerce HF5601 Accounting
Online Access:	http://eprints.intimal.edu.my/1615/ http://eprints.intimal.edu.my/1615/1/v2022_11.pdf

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