Augmented reality is the new digital banking – AR brand experience impact on brand loyalty

Asad Hassan Butt, Hassan Ahmad*, Asif Muzaffar

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    3 Citations (SciVal)


    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.
    Original languageEnglish
    JournalInternational Journal of Bank Marketing
    Publication statusPublished (VoR) - 11 Jan 2024


    • Sensory AR experience
    • Affective AR experience
    • Intellectual AR experience
    • Behavioural AR experience
    • AR satisfaction
    • AR enjoyment
    • MAR apps continuous intention
    • Brand loyalty
    • Technology anxiety


    Dive into the research topics of 'Augmented reality is the new digital banking – AR brand experience impact on brand loyalty'. Together they form a unique fingerprint.

    Cite this