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Keywords: Customer response
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Journal Articles
Academia Revista Latinoamericana de Administracion 1–26.
Published: 13 July 2026
...João M. Lopes; Sofia Gomes Purpose This study aims to (1) empirically analyse the influence of the perceived usefulness of artificial intelligence chatbot marketing activities on customer–brand relationship (CBR) quality and customer response, and (2) analyse the contribution of CBR quality...
