Engaging with intelligent voice assistants for wellbeing and brand attachment

Catherine Prentice (), Sandra Maria Correia Loureiro () and João Guerreiro ()
Additional contact information
Catherine Prentice: University of Southern Queensland
Sandra Maria Correia Loureiro: ISCTE – Instituto Universitário de Lisboa, Business Research Unit (BRU-IUL)
João Guerreiro: ISCTE – Instituto Universitário de Lisboa, Business Research Unit (BRU-IUL)

Journal of Brand Management, 2023, vol. 30, issue 5, No 5, 449-460

Abstract: Abstract The study draws upon the theories of self-determination and motivation of expectancy to examine how intrinsic motives drive consumers to engage with artificial intelligence (AI) powered intelligent voice assistants (IVAs). The study also explores how consumer engagement leads to their wellbeing and attachment to these AI gadgets and their associated brands. Engagement in this study refers to consumers’ usage and involvement with IVAs. Subject wellbeing was modeled as a mediator between consumer engagement and brand attachment. The research was conducted in the USA with respondents who had owned and used at least one type of IVAs (e.g., Siri, Google Home, Alexa). A range of statistical procedures including structural equation modeling were undertaken to assess the proposed relationships. The results show that the consumer’s need for autonomy, sense of competence, and relatedness are significantly related to IVA engagement. Consumer wellbeing also had a significant mediation effect on the relationship between engagement and brand attachment. The study is the first to link consumer engagement, individual wellbeing, and brand attachment. The study contributes to positive psychology and branding research by integrating mental health and branding effects. The findings have implications for marketing and psychology practitioners.

Keywords: Intelligence voice assistant; Self-determination; Customer engagement; Wellbeing; Brand attachment (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-023-00321-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:30:y:2023:i:5:d:10.1057_s41262-023-00321-0

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-023-00321-0

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().