Journal of Business Administration Researches - Articles List

Keywords = Willingness to Pay More

Investigating the Effect of Augmented Reality Experiences on Brand Coolness and Willingness to Pay More (Case Study: Shahr Farsh Campaign)

Volume 18, Issue 43, April 2026, Pages 149-172

10.22034/jbar.2026.24209.4639

Hossein Norouzi; shiva roostarafiee

Journal of Business Administration Researches

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