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Keywords: Brand touchpoints
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Journal Articles
Journal of Product & Brand Management (2025) 34 (5): 690–706.
Published: 23 April 2025
... trade-off translates product-induced variables into value-in-use and, in turn, into continuance intention. It offers practical implications for product and brand managers on how artificial intelligence voice-assisted products must be designed to serve as effective brand touchpoints along the customer...
