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Keywords: Congruency
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (5): 794–812.
Published: 14 April 2023
.... Findings ANOVA results revealed that human-centric (vs. machine-centric) agency led to higher perceived control. The interaction effect was significant, indicating the importance of congruency between brand image and VAs' voices. SEM results confirmed that perceived control predicted brand loyalty fully...
