Impact of Augmented Reality And Virtual Reality On Brand Equity: A Literature Review

Abstract

In an increasingly competitive and digital-centric business environment, immersive technologies—particularly Augmented Reality (AR) and Virtual Reality (VR)—are transforming how brands build equity and engage with consumers. This literature review examines the impact of AR and VR on brand equity through five key dimensions: Customer Experience, Marketing, Purchase Intention, Social Media, and Customer Satisfaction. These factors were analyzed in relation to five brand equity outcomes: Customer Loyalty, Brand Awareness, Actual Purchase Behavior, Social Activism, and Competitive Advantage.

Through systematic review of over 300 academic publications spanning 2013-2025, this study employs thematic synthesis grounded in Keller's (1993) Customer-Based Brand Equity (CBBE) model. Findings reveal that all five dimensions significantly influence brand equity outcomes, with Social Media emerging as the most dominant factor in contemporary AR/VR branding. The research demonstrates that brand equity in the AR/VR era develops through real-time, interactive, and socially validated immersive experiences, with new drivers including immersion, telepresence, usability, privacy, and digital trust. This review provides scholars and marketers with an empirically supported framework to leverage immersive technologies for building competitive brand equity.