Merchandising/Marketing/Retailing: Management
Authors: Mohammed Siddique (Auburn University) , Wi-Suk Kwon (Auburn University) , Tahseen Tawseef (Auburn University)
Firms are increasingly leveraging conversational artificial intelligence (CAI) to offer personalized services, which may impact the firms’ brand equity, or effects of the firms’ brand over no brand. Therefore, comprehensive insights are desired on what about CAI influences what aspects of brand equity. Addressing this literature gap, a conceptual framework was developed by identifying brand equity constructs from literature and synthesizing diverse CAI characteristic constructs that may impact brand equity. This conceptual framework views that brand equity exists at the consumer, market, and financial levels and proposes that four dimensions of CAI characteristics, including anthropomorphic features, functional competence, experiential attributes, and relationship quality, can impact all three levels of brand equity. The constructs and propositions addressed in this conceptual framework will stimulate future research on CAI and provide branding perspectives to industry practitioners trying to integrate CAI into their business.
Keywords: Artificial intelligence, brand equity, conversational AI, service robot, voice assistant
How to Cite: Siddique, M. , Kwon, W. & Tawseef, T. (2025) “Enhancing Brand Equity Through Conversational AI: A Conceptual Framework”, International Textile and Apparel Association Annual Conference Proceedings. 81(1). doi: https://doi.org/10.31274/itaa.18722
None