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Keywords: Consumer-brand relationships
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Journal Articles
Journal of Research in Interactive Marketing 1–21.
Published: 03 February 2026
...Maria DSouza Deryl; Sanjeev Verma; Vartika Srivastava; Justin Paul Purpose Artificial Intelligence (AI) is playing a transformative role in branding, bolstering competitive advantages, and enhancing consumer-brand relationships. As organisations embrace AI, interactive branding is reshaping value...
Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (4): 630–650.
Published: 10 September 2024
... was designed from the perspective of consumer-brand relationships and acceptance of AI device use. This study collected and analyzed 647 valid questionnaires using the structural equation modeling (SEM) approach. Findings The findings indicate that value congruence and customer-AI-assisted exchanges (CAIX...
