Jeon, Joo-Eon - In: Global Business & Finance Review (GBFR) 29 (2024) 4, pp. 123-133
Purpose: This study investigates the anticipated differences between consumers' interactions with AI agents and brand experiences in virtual brand spaces, based on brand concepts and the agent's gender. Design/methodology/approach: To test the proposed hypotheses, a 2 (Brand Concept: Functional...
