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Keywords: Brand experience
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Journal Articles
Journal:
Kybernetes
Kybernetes (2025) 54 (10): 5529–5553.
Published: 21 May 2024
...Barış Armutcu; Ahmet Tan; Shirie Pui Shan Ho; Matthew Yau Choi Chow; Kimberly C. Gleason Purpose Artificial intelligence (AI) is shaping the future of the marketing world. This study is the first to examine the effect of AI marketing efforts, brand experience (BE) and brand preference (BP...
