...Ellen Roemer; Mike Trynczyk; Carina Eisel-Ende Purpose A promising application of artificial intelligence ( AI ) in online retail is the implementation of AI-powered chatbots. However, online retailers must ensure that AI-powered chatbots enrich the customer experience during the customer journey...

...Aline Simonetti; Enrique Bigne Purpose This study aims to investigate the impact of advertising, packaging and packaging information on brand performance throughout the customer journey of a new brand. Design/methodology/approach A real new brand was assessed through a controlled three-stage...