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Consumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented reality (AR). The focus is on mobile augmented reality applications within financial institutions, which contribute to a more enjoyable and immersive customer experience. Specifically, the research highlights the utilisation of mobile augmented reality applications by a Pakistani bank and examines its influence on consumer loyalty and sustained engagement, with a particular emphasis on the AR brand experience.

The authors conducted a comparative study between married and unmarried consumers with sample sizes of 178 and 172, respectively. The results were analysed through structural equation modelling using SmartPLS.

The study's outcomes show that AR brand experience for the unmarried sample category is positive and higher than a married one. This is an excellent opportunity for the banking sector in Pakistan to invest more in innovative technologies.

The current study investigates the brand experience in the banking sector from the perspective of AR technology which contributes to the AR literature.

The application of mobile augmented reality (MAR) for enhancing user experiences and consumer patronizing intention has been the focus of recent MAR literature. Few studies examine the differences between apps. This study fills the research gap by examining how consumers assess their experiences with different MAR applications and how their decision-making process is performed, particularly in the setting of smartphones.

A web-based online survey was administered to collect data on consumers' perceptions of two different MAR apps: utilitarian and hedonic apps. Reliability and validity of the measurement scales, non-response bias and comment method bias were assessed. With the support of measurement model, partial least square (PLS) was employed to test the research hypotheses.

This study reveals that the technological attributes of augmented reality (AR) apps have significant effects on consumer perceptions of their utilitarian and hedonic benefits, including interactivity, visual quality, service quality, technicality and aesthetics. Moreover, this study shows that consumers of hedonic apps place more importance on their enjoyment with the MAR app; consumers of utilitarian apps focus more on the accrued functional values. The findings provide practical insights for retailers in AR marketing and application development in the MAR environment.

This study provides a comprehensive viewpoint for analyzing ongoing use and purchase intentions simultaneously in a unified theoretical framework. In addition, it compares different types of MAR apps: hedonic and utilitarian. Furthermore, it is one of the first few studies attempting to provide a comprehensive understanding of the predictive role of MAR technologies by incorporating privacy concerns into the research model based on user and gratification framework.

The purpose of this paper is to introduce mobile augmented reality applications for library uses and next generation library services.

Examples are drawn from museum and archives informatics, computer science applied research, and computer vision research as well as original research and development work from the Undergraduate Library at the University of Illinois.

Mobile augmented reality uses include augmenting physical book stacks browsing, library navigation, optical character recognition, facial recognition, and building identification mobile software for compelling library experiences.

The paper suggests uses of mobile augmented reality applications in library settings and models a demonstration prototype interface.

Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality.

Using an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app.

The findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers.

The authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.

This study aims to assess the usability of augmented reality (AR) based mobile app for excavation and earthmoving processes using a novel tool entitled Excavator Augmented Reality (EAR).

A mixed-methods research approach was used through conducting experimentation to collect qualitative and quantitative data collected from the Sri Lankan construction sector. EAR app was used for experimentation in outdoor areas examining how a 360° tracked hydraulic excavator can be navigated in different physical environments similar to the real prospected job.

The findings reveal that EAR could make a considerable impact on enhancing productivity, safety and training processes. However, the developed EAR App subjected to assessment demonstrated the highest satisfaction gap for the auditory aspects. Among the remaining criterion, the satisfaction met user expectations for comfortability and no-risk practice. An analysis of strengths, weaknesses, opportunities and threats (SWOT analysis) conducted revealed that visualising the excavator activities and the requirements of improved features were the highest agreed strengths and weaknesses of the EAR. Among the opportunities for improvement, the necessity of improving emergency and safety reached the highest agreement. Moreover, the study presented the challenges in introducing mobile augmented reality (MAR) to the construction sector under the political, economic, sociocultural, technological, environmental and legal (PESTEL) model along with solutions to be taken.

This study provides a novel approach to addressing the safety, productivity and training concerns in heavy mobile plants and machinery on construction sites which remains to be unexplored to this end.

The purpose of the study was to identify (1) whether aspects of expectancy-value judgments (EVJ) of uses and gratifications, such as novelty, fashion/status, sociability and relaxation, influenced trust in augmented reality (AR) apps; (2) whether trust in AR apps influenced usage intention toward AR apps and online/offline store patronage intention and (3) the moderating effect of consumer self-determination.

Mobile users (n = 630) were drawn from a USA market research company. The proposed model was tested by structural equation modeling with maximum likelihood estimation.

The study found that trust in AR apps was a determinant of usage intention toward AR apps and online/offline store patronage intention. Novelty and fashion/status for EVJs of uses and gratifications affected trust in AR apps. Sociability for EVJs of uses and gratifications negatively affected trust in AR apps. Users' self-determination moderated the influence of users' trust in AR apps on usage intention toward AR apps and online/offline store patronage intention.

First, the study elaborates on the impacts of the underlying aspects of an EVJ model of uses and gratifications regarding AR apps on trust in AR apps and EVJ model's influence on usage intention toward AR apps and online/offline store patronage intention. Second, the results of the study suggest useful strategies involved in the development of consumer-driven AR apps that satisfy users' needs and desires.

The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychological ownership and stickiness to the retailer).

By conducting a questionnaire-based survey, 308 responses were collected, and the data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses.

A few important findings were generated from the present study. First, attributes of mobile augmented reality shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) influence stickiness to the retailer through immersion and consumer empowerment in serial. Second, immersion positively influences psychological ownership. Third, the optimum stimulation level moderates the relationship between spatial presence and immersion. Lastly, a post-hoc exploratory finding yielded by the multigroup analysis uncovered the moderating effect of gender.

This study offers a novel contribution to the smart retail literature by investigating the role of mobile AR shopping apps in predicting consumers' stickiness to the retailer. A holistic framework elucidating the serial mediating effect of immersion and consumer empowerment, and the moderating roles of optimum stimulation level and gender were validated.

The purpose of this research is to introduce the Layar augmented reality (AR) application among library users and to understand the user’s satisfaction towards the information services provided by the Layar application with the help of the structural equation model (SEM).

According to Thomas (2016), action research is mainly undertaken to develop new skills or new approaches and to solve issues and problems with direct application to any applied setting. The present study helps to develop new skills and approaches to repackaging information using AR applications. Researchers have identified the question of what could be done to increase the awareness of Layar AR applications among students. Because the Layar augmented application is one of the new tools for an academic library to repackage information for mass accessibility. Therefore, in the present action research approach, researchers encompass two activities action and research. Researchers have used participatory action research methods by collecting data from 17 MBA institute libraries affiliated with Savitribai Phule Pune University. Researchers have systematically used the Layar application in the library by obtaining permission from each higher authority. Researchers have designed a Layar satisfaction model using the SEM with AMOS and SPSS.

The researcher found that the relationship between experience, performance and service quality is positively significant. The user’s experience is satisfied with the Layar application, but users are not satisfied with the service quality and performance of the Layar application.

This study tested Layar AR application in MBA libraries affiliated with Savitribai Phule Pune University in the Pune and Pimpri Chinchwad areas.

The Layar app helps the academic library to convert selected print collections into an AR feel for library users. This is an additional method of providing information services to users through mobile devices. A total of 157 students downloaded the Layar application from their handsets and provided feedback through a questionnaire. Researchers have found that the relationships between users and Layar experience, performance and service quality are positively significant. The user experience is satisfied with the Layar application, but users are not satisfied with the service quality and performance of the Layar application.

This study examined the performance, service quality and user experience of Layar applications. Structural equation and Modelling theories were used to examine the relationship between user satisfaction and information services using the Layar application.

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.

This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.

The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.

The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.

AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.

This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.