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

• 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/1615/1/v2022_11.pdf; http://eprints.intimal.edu.my/1615/; http://ipublishing.intimal.edu.my/jobss.html
• Institution: INTI International University

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...