We review a growing body of research in consumer behavior that has examined when
consumers humanize brands by perceiving them as like, part of, or in a relationship with …

Conversational AI (CAI) systems which encompass voice-and text-based assistants are on
the rise and have been largely integrated into people's everyday lives. Despite their …

Text-based chatbots are being touted as a disruptive innovation with unprecedented
business potential. However, frequent failures in human–chatbot conversations have led to …

Customer service employees are generally advised to express positive emotion during their
interactions with customers. The rise and maturity of artificial intelligence (AI)–powered …

Virtually no research has examined the role of emoticons in commercial relationships, and
research outside the marketing domain reports mixed findings. This article aims to resolve …

Page 1 Introduction to SECOND EDITION Mediation, Moderation, and Conditional Process
Analysis | A Regression-Based Approach : .. X W MW M Y : Andrew F. Hayes Page 2 ebook …

Companies increasingly involve consumers in the process of develo** advertising and
other marketing actions. An important question that has not been explored is whether brands …

Purpose–The purpose of this paper is to develop conceptual understanding in the area of
customer brand co-creation. The research considers the factors influencing customers to co …

This study aims to evaluate the effect of customer forgiveness on perceived brand betrayal
and the outcomes of brand hate in the restaurant industry. The mediating role of perceived …

We investigate the impact of perceived greenwashing on customer satisfaction. Unlike prior
research that largely examines customer perceptions associated with irresponsible …