Vernuccio, Maria; Patrizi, Michela; Pastore, Alberto - In: Journal of Product & Brand Management 30 (2020) 5, pp. 726-739
Purpose: By adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants (NBVAs), how the brand experience based on NBVAs is designed and how the NBVA brand experience might influence customer...