Augmented Reality Marketing and Brand Performance for Future Research Agenda: A Systematic Review of Literature
DOI:
https://doi.org/10.47604/ijsmp.3649Keywords:
Augmented Realty Marketing, Brand Performance, Systematic Review of LiteratureAbstract
Purpose: This paper develops a future research agenda on augmented reality (AR) marketing and brand performance by synthesizing fragmented empirical evidence on how AR-enabled experiences translate into brand-related outcomes.
Methodology: Using a systematic literature review, 342 journal articles were screened through manual assessment of titles, keywords, abstracts, and full texts against explicit inclusion criteria emphasizing AR as the focal technology, relevance to marketing and brand performance, and empirical orientation. Following the exclusion of non-marketing, predominantly technical, and non-empirical studies, 99 articles were retained for in-depth analysis.
Findings: The review indicates that AR marketing most consistently influences brand performance through enhanced consumer engagement, improved decision confidence via contextualized product visualization, and the strengthening of brand equity mechanisms particularly brand awareness, brand associations, and brand loyalty supported by immersion, interactivity, and telepresence. At the same time, the literature reveals persistent limitations, including inconsistent conceptualization of brand performance, a strong concentration on developed-market retail contexts, and limited examination of boundary conditions such as usability quality, consumer innovativeness, privacy concerns, and cultural context.
Unique Contribution to Theory, Practice and Policy: The paper contributes theoretically by consolidating AR marketing research within a coherent experience-to-equity framework, practically by identifying design principles most closely associated with positive brand outcomes, and from a policy perspective by highlighting the need for clearer governance around transparency, data use, and consumer protection as AR becomes embedded in contemporary marketing practice, particularly in developing economies.
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