..., information, accessibility, entertainment and customization are important CMEs components. CMEs have significant direct effects on the quality of communication with chatbot agents and indirectly affect customer–brand relationships (CBR) and customer response. In addition, the findings demonstrate that CBR...

... 2020 Emerald Publishing Limited Licensed re-use rights only Brand switching Trust Customer–brand relationship Apparel brand management Consumer resilience Corporate hypocrisy When a brand claims to be something it is not, consumers perceive the brand to be hypocritical, which...