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When reality meets intelligence: Integrating ARIx attributes with spatial immersion, self-brand connection, and aesthetic experience to influence retail brand equity

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  • Arya, Vikas

Abstract

Mobile applications that integrate augmented reality (AR) and artificial intelligence (AI)—collectively referred to as ARIx—have gained significant traction in retail commerce. Yet, the specific impact of ARIx attributes on consumer-based brand equity within retail contexts remains underexplored. To address this gap, the present study investigates the effects of ARIx attributes in retail mobile apps, with spatial immersion and self-brand connection serving as mediators. Furthermore, the moderating role of aesthetic experience is examined in shaping retail brand equity. A conceptual model, developed from an extensive literature review, was empirically tested using data from retail consumers. The findings reveal that ARIx features in retail mobile apps enhance shopping experiences and strengthen retail brand equity through the mediating effects of self-brand connection and spatial immersion. Overall, the study underscores the value of integrating AR and AI technologies in retailing, highlighting their potential to drive consumer engagement and foster stronger retail brand equity.

Suggested Citation

  • Arya, Vikas, 2026. "When reality meets intelligence: Integrating ARIx attributes with spatial immersion, self-brand connection, and aesthetic experience to influence retail brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    • Handle: RePEc:eee:joreco:v:90:y:2026:i:c:s0969698925004722
    DOI: 10.1016/j.jretconser.2025.104693
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