Table 1 Summary of the literature on... | Emerald Publishing

Table 1

Summary of the literature on consumer-brand themes in augmented reality

References	Method	Process variables/moderators	Dependent variables	Key findings
(Baek et al., 2018)	Experiment	Self-viewing, self-brand connection/narcissism	Purchase intention	Self-viewing enhances both self-brand connection and purchase intention
(Phua and Kim, 2018)	Survey	Self-referencing, self-brand congruity, perceived humor	Brand attitude, purchase intention	AR enhances attitudes toward brands through self-brand congruity, self-referencing and perceived humor. Perceived humor is more important than self-referencing for brand attitudes
(Scholz and Duffy, 2018)	Ethnographic study	Branded app as personal space, dissolving of boundaries and foregrounding the consumer, protecting and dissolving the consumer/brand fusion	Consumer–brand relationship	AR enables consumers’ self-exploration and self-expression. AR drives more intimate consumer–brand relationships when marketers keep both the brand and transactional aspects of the app in the background
(Huang et al., 2019)	Experiment	Sense of ownership control, rehearsability, self-referencing, IT identity	Brand love	AR is higher in interactive effect and higher in audiovisual effect. Brand love is positively influenced by self-referencing and by IT identity
(Rauschnabel et al., 2019)	Survey	Augmentation quality, hedonic and utilitarian quality, inspiration	Brand attitudes	AR apps inspire consumers and improve their attitudes toward brands
(Smink et al., 2019)	Experiment	Self-referencing, perceived informativeness, perceived enjoyment, perceived intrusiveness	Brand attitude, purchase intention, willingness to share personal data	AR enhance self-referencing, in turn, it increases positive brand responses, such as brand attitudes and purchase intentions
(Xu et al., 2019)	Experiment	Self-referencing	Attitude toward product	Self-referencing enhances attitudes toward product
(Smink et al., 2020)	Experiment	Spatial presence, personalization, perceived intrusiveness	Attitude and behavior toward the app, brand attitude, purchase intention	Personalization led to purchase intentions (but not enhanced brand attitudes), while perceived intrusiveness had negative consequences
This study	Survey	Self-presence, self-explorative engagement	Brand cognitive processing, brand attitude	Consumers’ sense of an authentic virtual self leads to self-explorative engagement. When consumers explore their styles, it enhances consumers’ learning about brands and, thus, heightens brand attitude

References	Method	Process variables/moderators	Dependent variables	Key findings
(Baek et al., 2018)	Experiment	Self-viewing, self-brand connection/narcissism	Purchase intention	Self-viewing enhances both self-brand connection and purchase intention
(Phua and Kim, 2018)	Survey	Self-referencing, self-brand congruity, perceived humor	Brand attitude, purchase intention	AR enhances attitudes toward brands through self-brand congruity, self-referencing and perceived humor. Perceived humor is more important than self-referencing for brand attitudes
(Scholz and Duffy, 2018)	Ethnographic study	Branded app as personal space, dissolving of boundaries and foregrounding the consumer, protecting and dissolving the consumer/brand fusion	Consumer–brand relationship	AR enables consumers’ self-exploration and self-expression. AR drives more intimate consumer–brand relationships when marketers keep both the brand and transactional aspects of the app in the background
(Huang et al., 2019)	Experiment	Sense of ownership control, rehearsability, self-referencing, IT identity	Brand love	AR is higher in interactive effect and higher in audiovisual effect. Brand love is positively influenced by self-referencing and by IT identity
(Rauschnabel et al., 2019)	Survey	Augmentation quality, hedonic and utilitarian quality, inspiration	Brand attitudes	AR apps inspire consumers and improve their attitudes toward brands
(Smink et al., 2019)	Experiment	Self-referencing, perceived informativeness, perceived enjoyment, perceived intrusiveness	Brand attitude, purchase intention, willingness to share personal data	AR enhance self-referencing, in turn, it increases positive brand responses, such as brand attitudes and purchase intentions
(Xu et al., 2019)	Experiment	Self-referencing	Attitude toward product	Self-referencing enhances attitudes toward product
(Smink et al., 2020)	Experiment	Spatial presence, personalization, perceived intrusiveness	Attitude and behavior toward the app, brand attitude, purchase intention	Personalization led to purchase intentions (but not enhanced brand attitudes), while perceived intrusiveness had negative consequences
This study	Survey	Self-presence, self-explorative engagement	Brand cognitive processing, brand attitude	Consumers’ sense of an authentic virtual self leads to self-explorative engagement. When consumers explore their styles, it enhances consumers’ learning about brands and, thus, heightens brand attitude

Note:

AR = augmented reality

Source: Authors’ own work