Purpose – Consumers are engaging with novel technologies to have better experiences. The current study investigates the banking consumer brand experience from the perspective of augmented reality (AR). Mobile augmented reality applications in financial institutions provide a pleasurable and immersive experience. The study' highlights the use of the mobile augmented reality (MAR) applications by a bank in Pakistan and its impact on consumer loyalty and continuous intention keeping in view the AR brand experience.
Design/Methodology/approach – We conducted a comparative study between married and unmarried consumers with sample sizes of 178 and 172, respectively. The results were analysed through structural equation modelling using Smart -PLS.
Findings – The study's outcomes show that AR brand experience for the unmarried sample category is positive and higher than a married one. This is an excellent opportunity for the banking sector in Pakistan to invest more in innovative technologies.
Originality/Value – The current study investigates the brand experience in the banking sector from the perspective of AR technology which contributes to the AR literature
