Augmented Reality and Brand Perception: A Review of Strategies and Impact on Consumer Behavior

Augmented reality (AR) has revolutionized how brands interact with consumers and shape their perception of various brands. This systematic review delves into the effects of AR on consumer behavior, brand awareness, and brand loyalty. With an analysis of 21 studies, we have brought to the fore how AR improves consumer experiences by reducing purchase uncertainties and increasing purchase intentions. Through real-world illustrations, we showcase how AR can create an immersive “try before you buy” experience. The review emphasizes AR’s role in fostering brand loyalty, positive brand evaluations, and trust. Despite the significant advantages offered by AR, it is imperative to balance innovation with consumer comfort and address potential risks. Future research should examine AR’s impact on different brands. This study contributes to a deeper understanding of AR’s transformative potential in shaping brand perception and consumer behavior.