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International Journal of Advertising
The Review of Marketing Communications
Volume 41, 2022 - Issue 4
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Research Article

Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits

Rodrigo UribeFaculty of Economics and Business, Business School, Universidad de Chile, Santiago, ChileCorrespondence[email protected]
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,
Rafael LabraFaculty of Economics and Business, Business School, Universidad de Chile, Santiago, Chile
&
Enrique ManzurFaculty of Economics and Business, Business School, Universidad de Chile, Santiago, Chile
Pages 703-730 | Received 03 Aug 2020, Accepted 22 Mar 2021, Published online: 23 Aug 2021

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