• Augmented Reality

Perception and effects of augmented reality and the measurement of augmentation quality.
Example publication:
Schein, Katrin E.; Praxmarer-Carus, Sandra; Rauschnabel, Philipp A. (2022): The Local Presence Construct in Augmented Reality: Drivers, Characteristics and Consequences, International XR Conference.

• Brand Experiences and Brand Attachment

Example publication:
Fischer, D., Praxmarer-Carus, S. (2021): What consumer responses make a brand experience create brand attachment? Marketing ZFP – Journal of Research and Management, Vol. 43/3, pp. 35–48.

• Business Relationships and Trust

Example publication:
Praxmarer-Carus, S. (2014): Why the proposal of a complex contract may harm or foster a partner’s trust, Journal of Business Research (JBR), Vol. 67/1, pp. 142–129.

• We are also interested in various aspects of consumer well-being.