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Keywords: Brand voice
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Journal Articles
Journal of Product & Brand Management (2023) 32 (7): 1108–1122.
Published: 20 June 2023
...Alexandra Kirkby; Carsten Baumgarth; Jörg Henseler Purpose This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written. Design...
Journal Articles
Journal of Product & Brand Management (2021) 30 (5): 726–739.
Published: 06 July 2020
...Maria Vernuccio; Michela Patrizi; Alberto Pastore Purpose By adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants (NBVAs), how the brand experience based on NBVAs is designed and how...
