The Role of Augmented Reality Integration on Sustainable Branding in Context of Servicing
Introduction
Digital transformation has reshaped service industries by enabling personalized efficient and
interactive experiences. Providers in retail, hospitality, healthcare and related sectors adopt
digital tool to enhance efficiency and value creation (Hilken et al., 2017; Rumokoy & Frank,
2025). This shift reconfigures service delivery and customer relationship. Augmented Reality
stands out in this transformation. AR overlays computer generated content onto the real world in
real time. Hilken et al. (2017) describe AR as providing simulated physical control and
environmental integration that enhance presence and value perceptions through situated
cognition. Rauschnabel et al. (2019) highlight its potential for immersive brand interaction.
Service firm integrates AR to address intangibility. Applications include virtual try- ons,
interactive previews and augmented visualizations that reduce uncertainty and improve decision
making (Plotkina et al., 2022; Rauschnabel et al., 2019). These tool elevate exponential quality.
Sustainable branding has become strategically vital amid demands for environmental
responsibility and ethical practices. It integrates sustainability principles into brand identity and
operations for authentic long term value (Gupta et al., 2021). Organizations combine AR with
sustainable branding to make attributes [Link] enables immersive demonstrations of eco
features and ethical practice and building emotional connections and authenticity in service
contexts ( Hilken etal., 2017;Rauschnabel et al., 2019).
This topic merits study because service sectors face both technological opportunities and
sustainability pressure. AR can reduce waste through better previews while strengthening
engagement (Plotkina et al., 2022; Rumokoy & Frank, 2025).yet integrated research on AR,
sustainable branding and services remain limited. The purpose of the research is to examine the
role of AR integration on sustainable branding in service contexts. It explore mechanism
influencing customer perceptions engagement and loyalty offering insights for digital and
sustainable service marketing.
Background
AR in marketing and services has evolved from novelty to strategic tool. Advances in mobile
technology support its use in customer journeys and experiential augmentation (Hilken et al.,
2017; Rauschnabel et al., 2019). In services AR facilitates real time co- creation ( Plotkina et
al.,2022). Sustainable branding integrate ESG (Environmental, Social, Governance) principle
across strategy and delivery. Authenticity drives trust and competitive advantage (Gupta et al.,
2021).
Customer experience engagement and perceived value trust and loyalty are central in services.
AR counters intangibility with interactive previews that boost cognitive and affective responses
(Hilken et al., 2017). Plotkina et al. (2022) show AR enhances service brand personality
dimensions. AR improves experience through personalization and interactivity while supporting
sustainable branding via resource efficiency and compelling story telling (Rauschnabel et al.,
2019). This leads to higher value perceptions and loyalty (Plotkina et al., 2022). Example
demonstrate impact. Retail uses virtual try-ons to promote sustainable choices and reduce waste.
Hospitality applies AR for eco-tours while health care and education benefit from interactive low
impact services ( Hilken et al.,2017; Rumokoy & Frank, 2025).
Global trend shows rapid AR adoption driven by infrastructure and consumer demand for
immersive experiences often incorporating sustainability narratives. Prior studies reveals gap.
Research frequently focuses on general attitudes or goods rather than service specific AR
sustainability linkages (Hilken et al., 2017; Plotkina et al., 2022). Holistic service frameworks
are underdeveloped.
This research addresses these gaps by developing a frame work linking AR to sustainable
branding in service. It provides theoretical and practical contributions for technology enabled
sustainability in experiential contexts.
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye
of the beholder: Exploring the strategic potential of augmented reality to enhance online service
experiences. Journal of the Academy of Marketing Science, 45(6), 884–905.
[Link]
Plotkina, D., Dinsmore, J., & Racat, M. (2022). Improving service brand personality with
augmented reality marketing. Journal of Services Marketing, 36(6), 781–799.
[Link]
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile
AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services,
49, 43–53. [Link]
Rumokoy, F., & Frank, B. (2025). Retail value creation through augmented reality: The role of
task-technology fit, consumer knowledge, and personality. Journal of Retailing and Consumer
Services, 84, Article 104173. [Link]