Table 1 Summary of the findings... | Emerald Publishing

Table 1

Summary of the findings

Dimension	Definition	Positive influence on brand experience	Challenging aspects of brand experience
Intellectual	It concerns how a brand stimulates consumers' cognitive abilities, creativity, curiosity, and thought (Brakus et al., 2009; Gentile et al., 2007)	• Interactive, personalized brand learning • Curiosity through self-directed questions on brand heritage • More engaging than traditional web content	• Vague or overly general AI responses perceived as uninformative or evasive • Undermines transparency; may seem manipulative or overly promotional
Affective	It refers to a brand's ability to evoke a positive emotional response based on the customer's interaction with it (Brakus et al., 2009; Dubé and Le Bel, 2003)	• Emotionally engaging through novelty, interactivity, and entertainment • Evokes excitement and surprise	• Can feel cold, impersonal, or lacking empathy • Formal or stiff tone reduces emotional resonance and alienates users from brand
Behavioral	It encompasses physical actions, lifestyle-related behaviors, and motor responses associated with the brand (Brakus et al., 2009; Schmitt, 1999)	• Encourages interaction through questions and content exploration • Potential for deeper engagement with specific products or brand elements	• Confusion about tool's purpose and target audience • Novelty fades; lack of actionable features or guidance leads to disengagement
Sensory	It refers to how a brand engages the five senses —sight, sound, smell, taste, and touch— to create impactful experiences (Brakus et al., 2009; Gentile et al., 2007)	• Pleasant sensory impression from elegant aesthetics • Positive sensory experience through multimedia integration	• Text-heavy format feels visually flat and less immersive • Lack of multimedia (video, images) makes experience feel sterile
Cultural	It refers to the extent to which a brand experience resonates with, reflects, or adapts to the consumer's cultural background	• Potential to adapt brand narratives to users' cultural contexts • Affects all dimensions of brand experience • Cultural mix of brand's and user's culture well received	• Full cultural adaptation is not required; brand's cultural authenticity should be preserved • Cultural mimicking may feel unsettling for users who feel uncomfortable about AI • Not seen as a priority function; consumers prefer more practical use of AI

Dimension	Definition	Positive influence on brand experience	Challenging aspects of brand experience
Intellectual	It concerns how a brand stimulates consumers' cognitive abilities, creativity, curiosity, and thought (Brakus et al., 2009; Gentile et al., 2007)	• Interactive, personalized brand learning • Curiosity through self-directed questions on brand heritage • More engaging than traditional web content	• Vague or overly general AI responses perceived as uninformative or evasive • Undermines transparency; may seem manipulative or overly promotional
Affective	It refers to a brand's ability to evoke a positive emotional response based on the customer's interaction with it (Brakus et al., 2009; Dubé and Le Bel, 2003)	• Emotionally engaging through novelty, interactivity, and entertainment • Evokes excitement and surprise	• Can feel cold, impersonal, or lacking empathy • Formal or stiff tone reduces emotional resonance and alienates users from brand
Behavioral	It encompasses physical actions, lifestyle-related behaviors, and motor responses associated with the brand (Brakus et al., 2009; Schmitt, 1999)	• Encourages interaction through questions and content exploration • Potential for deeper engagement with specific products or brand elements	• Confusion about tool's purpose and target audience • Novelty fades; lack of actionable features or guidance leads to disengagement
Sensory	It refers to how a brand engages the five senses —sight, sound, smell, taste, and touch— to create impactful experiences (Brakus et al., 2009; Gentile et al., 2007)	• Pleasant sensory impression from elegant aesthetics • Positive sensory experience through multimedia integration	• Text-heavy format feels visually flat and less immersive • Lack of multimedia (video, images) makes experience feel sterile
Cultural	It refers to the extent to which a brand experience resonates with, reflects, or adapts to the consumer's cultural background	• Potential to adapt brand narratives to users' cultural contexts • Affects all dimensions of brand experience • Cultural mix of brand's and user's culture well received	• Full cultural adaptation is not required; brand's cultural authenticity should be preserved • Cultural mimicking may feel unsettling for users who feel uncomfortable about AI • Not seen as a priority function; consumers prefer more practical use of AI