Himanshu Pensia*, Arumugam Seetharaman, Koilakuntla Maddulety 2026. Impact of Augmented Reality And Virtual Reality On Brand Equity: A Literature Review. Acta Scientiae. 27, 1 (Feb. 2026), 102–116. DOI:https://doi.org/10.22178/acta.27.1.9.