Enhancing parasocial brand experience and brand equity : unleashing the advantages of ChatGPT service
Shuman Wang, Chunlin Yuan, Hakil Moon, Kyung Hoon Kim
| Year of publication: |
2025
|
|---|---|
| Authors: | Wang, Shuman ; Yuan, Chunlin ; Moon, Hakil ; Kim, Kyung Hoon |
| Subject: | artificial intelligence | brand equity | ChatGPT service | consumer innovativeness in technology | parasocial brand experience | Markenimage | Brand image | Künstliche Intelligenz | Artificial intelligence | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/ijcs.70029 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015333837