Exploring the Influence of Dynamic and Self-Referencing Characteristics in Augmented Reality (AR) on Customer-Based Brand Equity: A Study on the Impact of AR Brand Experiences and the Moderating Role of Narcissism

Anja A. Lambrecht; Carsten Baumgarth

Exploring the Influence of Dynamic and Self-Referencing Characteristics in Augmented Reality (AR) on Customer-Based Brand Equity: A Study on the Impact of AR Brand Experiences and the Moderating Role of Narcissism

Anja A. Lambrecht
, Carsten Baumgarth

Product—Market Relations

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

Original language	English
Title of host publication	Tagungsband DERMARKENTAG 2023
Chapter	2
Pages	15-33
Number of pages	14
Publication status	Published - 2024
Event	German Conference on Brand Science, DERMARKENTAG 2023 - Hochschule Koblenz, Koblenz, Germany Duration: 28 Sept 2023 → 29 Sept 2023 https://dermarkentag.de/

Conference

Conference	German Conference on Brand Science, DERMARKENTAG 2023
Abbreviated title	DERMARKENTAG 2023
Country/Territory	Germany
City	Koblenz
Period	28/09/23 → 29/09/23
Internet address	https://dermarkentag.de/

Keywords

augmented reality
brand management
customer-based brand equity
self-referencing
narcissism

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@inproceedings{68692cff637a4444a4a7c58c77131928,

title = "Exploring the Influence of Dynamic and Self-Referencing Characteristics in Augmented Reality (AR) on Customer-Based Brand Equity: A Study on the Impact of AR Brand Experiences and the Moderating Role of Narcissism",

keywords = "augmented reality, brand management, customer-based brand equity, self-referencing, narcissism",

author = "\{A. Lambrecht\}, Anja and Carsten Baumgarth",

year = "2024",

language = "English",

pages = "15--33",

booktitle = "Tagungsband DERMARKENTAG 2023",

note = "German Conference on Brand Science, DERMARKENTAG 2023, DERMARKENTAG 2023 ; Conference date: 28-09-2023 Through 29-09-2023",

url = "https://dermarkentag.de/",

}

A. Lambrecht, A & Baumgarth, C 2024, Exploring the Influence of Dynamic and Self-Referencing Characteristics in Augmented Reality (AR) on Customer-Based Brand Equity: A Study on the Impact of AR Brand Experiences and the Moderating Role of Narcissism. in Tagungsband DERMARKENTAG 2023. pp. 15-33, German Conference on Brand Science, DERMARKENTAG 2023, Koblenz, Rhineland-Palatinate, Germany, 28/09/23.

Exploring the Influence of Dynamic and Self-Referencing Characteristics in Augmented Reality (AR) on Customer-Based Brand Equity: A Study on the Impact of AR Brand Experiences and the Moderating Role of Narcissism. / A. Lambrecht, Anja; Baumgarth, Carsten.
Tagungsband DERMARKENTAG 2023. 2024. p. 15-33.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

TY - GEN

T1 - Exploring the Influence of Dynamic and Self-Referencing Characteristics in Augmented Reality (AR) on Customer-Based Brand Equity: A Study on the Impact of AR Brand Experiences and the Moderating Role of Narcissism

AU - A. Lambrecht, Anja

AU - Baumgarth, Carsten

PY - 2024

Y1 - 2024

KW - augmented reality

KW - brand management

KW - customer-based brand equity

KW - self-referencing

KW - narcissism

M3 - Conference contribution

SP - 15

EP - 33

BT - Tagungsband DERMARKENTAG 2023

T2 - German Conference on Brand Science, DERMARKENTAG 2023

Y2 - 28 September 2023 through 29 September 2023

ER -