Figure 1
The diagram contains three columns labeled “Initial Codes”, “Categories”, and “Main Themes”. Under “Initial Codes”, multiple rectangles are positioned from top to bottom labeled: “(1) Knowledge, (2) educating consumers, (3) easy access, (4) better than a traditional website, (5) brand information, (6) history, (7) founder, (8) opportunity to discover, (9) interesting, (10) interactive, (11) curious, (12) intriguing, (13) immersive, (14) brand museum, (15) art gallery”. “(16) vague answers, (17) could be more intentional, (18) too general, (19) remained unanswered, (20) generic ideas, (21) not straightforward, (22) lack of precision, (23) mysterious, (24) more details, (25) avoiding a question, (26) media-trained, (27) black box, (28) lack of proof, (29) hyping the brand, (30) no info source, (31) no actual data, (32) benefiting the company”. “(33) wow, (34) nice, (35) amazing, (36) at first skeptical, (37) surprised, (38) well-written, (39) spend hours, (40) new toy, (41) I’m excited to explore, (42) test it, (43) eager”. “(44) cold, (45) distant, (46) machine, (47) arrogant, (48) little stiff, (49) natural, (50) conversation with a real person, (51) weird, (52) no emotions from AI, (53) lacks empathy”. “(54) not engaging after a while, (55) unclear purpose of the website, (56) unclear target, (57) useless for storytelling, (58) useful solutions, (59) product-related information, (60) personalized offerings, (61) more varied topics to explore, (62) useful solutions, (63) actionable features”. “(64) voice commands, (65) generating images, (66) videos, (67) classical music, (68) background music, (69) generating visuals, (70) not only textual information, (71) photography”. “(72) sophisticated design, (73) timeless, (74) beautiful colors, (75) elegant sketches, (76) mood board, (77) clean and minimalist, (78) handwritten font, (79) feels like a hug”. “(80) more human, (81) prevent miscommunication, (82) show respect, (83) wow effect, (84) relatable, (85) familiar, (86) language, (87) humor, (88) style, (89) tone, (90) cultural references, (91) more intimacy, (92) better learning, (93) more accurate symbols, (94) different associations”. “(95) brand’s heritage, (96) brand’s roots, (97) Italian culture, (98) sounds European, (99) cater to American market, (100) Italian fashion, (101) feel authentic, (102) mixing cultures, (103) local elements”. “(104) useless, (105) not a priority, (106) not functional, (107) intrusive, (108) AI mimicking, (109) unsettling, (110) better for routine tasks, (111) unrealistic standards, (112) amplifying social The diagram contains three columns labeled “Initial Codes”, “Categories”, and “Main Themes”. Under “Initial Codes”, multiple rectangles are positioned from top to bottom labeled: “(1) Knowledge, (2) educating consumers, (3) easy access, (4) better than a traditional website, (5) brand information, (6) history, (7) founder, (8) opportunity to discover, (9) interesting, (10) interactive, (11) curious, (12) intriguing, (13) immersive, (14) brand museum, (15) art gallery”. “(16) vague answers, (17) could be more intentional, (18) too general, (19) remained unanswered, (20) generic ideas, (21) not straightforward, (22) lack of precision, (23) mysterious, (24) more details, (25) avoiding a question, (26) media-trained, (27) black box, (28) lack of proof, (29) hyping the brand, (30) no info source, (31) no actual data, (32) benefiting the company”. “(33) wow, (34) nice, (35) amazing, (36) at first skeptical, (37) surprised, (38) well-written, (39) spend hours, (40) new toy, (41) I’m excited to explore, (42) test it, (43) eager”. “(44) cold, (45) distant, (46) machine, (47) arrogant, (48) little stiff, (49) natural, (50) conversation with a real person, (51) weird, (52) no emotions from AI, (53) lacks empathy”. “(54) not engaging after a while, (55) unclear purpose of the website, (56) unclear target, (57) useless for storytelling, (58) useful solutions, (59) product-related information, (60) personalized offerings, (61) more varied topics to explore, (62) useful solutions, (63) actionable features”. “(64) voice commands, (65) generating images, (66) videos, (67) classical music, (68) background music, (69) generating visuals, (70) not only textual information, (71) photography”. “(72) sophisticated design, (73) timeless, (74) beautiful colors, (75) elegant sketches, (76) mood board, (77) clean and minimalist, (78) handwritten font, (79) feels like a hug”.“(80) more human, (81) prevent miscommunication, (82) show respect, (83) wow effect, (84) relatable, (85) familiar, (86) language, (87) humor, (88) style, (89) tone, (90) cultural references, (91) more intimacy, (92) better learning, (93) more accurate symbols, (94) different associations”. “(95) brand’s heritage, (96) brand’s roots, (97) Italian culture, (98) sounds European, (99) cater to American market, (100) Italian fashion, (101) feel authentic, (102) mixing cultures, (103) local elements”. “(104) useless, (105) not a priority, (106) not functional, (107) intrusive, (108) AI mimicking, (109) unsettling, (110) better for routine tasks, (111) unrealistic standards, (112) amplifying social gaps”. Arrows extend from each rectangle of “Initial Codes” toward the middle column labeled “Categories”. Under “Categories”, the multiple boxes from top to bottom are labeled: “Curious and interesting learning about a brand”, “Incomplete, not transparent answers”, “Surprise and excitement”, “Lack of human touch”, “Limited use beyond learning”, “Multimedia content”, “Aesthetic appeal”, “Positive potential for cultural adaptation”, “Preserving the brand’s cultural authenticity”, and “Critical views on cultural adaptation”. Further arrows extend from each category to the rightmost column labeled “Main Themes”. The main themes are grouped into five labeled boxes: “Intellectual Dimension of Luxury Brand Experience”, “Affective Dimension of Luxury Brand Experience”, “Behavioral Dimension of Luxury Brand Experience”, “Sensory Dimension of Luxury Brand Experience”, and “Cultural Dimension of Luxury Brand Experience”. “Curious and interesting learning about a brand” and “Incomplete, not transparent answers” point to “Intellectual Dimension of Luxury Brand Experience”. “Surprise and excitement” and “Lack of human touch” point to “Affective Dimension of Luxury Brand Experience”. “Limited use beyond learning” points to “Behavioral Dimension of Luxury Brand Experience”. “Multimedia content” and “Aesthetic appeal” point to “Sensory Dimension of Luxury Brand Experience”. “Positive potential for cultural adaptation”, “Preserving the brand’s cultural authenticity”, and “Critical views on cultural adaptation” point to “Cultural Dimension of Luxury Brand Experience”.Coding process