Traditional vs. AI-generated brand personalities: Impact on brand preference and purchase intention

This study evaluates how generative AI images align with consumer perceptions and impact consumer-brand relationships and purchase behavior. Using generative AI (ChatGPT 4 and DALL-E 3), images of luxury fashion brands were generated and assessed against established brand personalities. Findings sho...

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Bibliographic Details
Published inJournal of retailing and consumer services Vol. 81; p. 104009
Main Authors Park, JungKun, Ahn, Suhyoung
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.11.2024
Subjects
Brand personality
Generative AI
Luxury brand
Self-brand connection
Brand personality
Self-brand connection
Generative AI
Luxury brand
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Summary:This study evaluates how generative AI images align with consumer perceptions and impact consumer-brand relationships and purchase behavior. Using generative AI (ChatGPT 4 and DALL-E 3), images of luxury fashion brands were generated and assessed against established brand personalities. Findings show that AI-generated images effectively reflect brand personalities, significantly influencing consumer preferences and purchase intentions through self-brand connections. While traditional models have higher explanatory power, this research highlights the vital role of generative AI in marketing. The insights underscore AI's potential to shape consumer-brand dynamics, particularly among younger generations in the luxury market.
ISSN:0969-6989
DOI:10.1016/j.jretconser.2024.104009