التفاصيل البيبلوغرافية
| العنوان: |
Green AI Partnerships: Investigating the Interplay of Anthropomorphism and Consumer-Brand Relationships. |
| المؤلفون: |
Jham, Vimi1 (AUTHOR), Malhotra, Gunjan2 (AUTHOR) mailforgunjan@gmail.com, Sehgal, Nidhi1 (AUTHOR) |
| المصدر: |
Services Marketing Quarterly. Jan2025, p1-26. 26p. 1 Illustration. |
| مصطلحات موضوعية: |
*BRANDING (Marketing), *ARTIFICIAL intelligence, PSYCHOLOGICAL distance, TRUST, ANTHROPOMORPHISM |
| مستخلص: |
AbstractThis study explores the impact of green brand AI anthropomorphism on consumer-brand relationships, focusing on the mediating roles of psychological distance and trust and the moderating role of product usage barriers. It contributes to anthropomorphism theory, construal-level theory, and green branding literature. Data from Indian consumers were analyzed using SPSS PROCESS macro and AMOS 25. The results of the study indicate that brand AI anthropomorphism enhances consumer-brand relationships, with trust playing a significant role. Notably, the product usage barrier does not diminish trust or affect the relationship between brand AI anthropomorphism and consumers via psychological distance. This study extends the literature on anthropomorphism, AI, and product usage barriers in green brand AI anthropomorphic assistants. [ABSTRACT FROM AUTHOR] |
|
Copyright of Services Marketing Quarterly is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Business Source Index |