Jain, VarshaKrishna, Rajneesh2024-12-122024-12-122024Ambika, A., Jain, V., Belk, R., Kasilingam, D., & Krishna, R. (2024). The role of augmented reality experiences in consumers' purchase intention toward new products. Journal of Consumer Behaviour, https://doi.org/10.1002/cb.2435https://ir.mica.ac.in//handle/123456789/9178enThe role of augmented reality experiences in consumers' purchase intention toward new productsArticle