Augmented reality is the new digital banking – AR brand experience impact on brand loyalty
Asad Hassan Butt,
Hassan Ahmad,
Asif Muzaffar
Abstract:PurposeConsumers 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 loyal… Show more
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