 Symmetrical and asymmetrical approaches to brand loyalty– The case of intelligent voice assistantsWei He, Catherine Prentice and Xuequn Wang Journal of Business Research, 2024, vol. 183, issue C Abstract: This study investigates symmetrical and asymmetrical relationships among intrinsic needs, consumer engagement, attachment, and brand loyalty in the case of intelligent voice assistants (IVAs). Conducted with IVA users in the United States, the research employs structural equation modelling (SEM) to examine direct, linear relationships and fuzzy-set qualitative comparative analysis (fsQCA) for exploring complex, non-linear relationships. The findings indicate that psychological needs, consumer interactions with IVAs, and emotional bonds significantly influence brand loyalty. Furthermore, the fsQCA method reveals that various combinations of these factors contribute to brand loyalty in distinct ways. This study advances the literature on consumer behaviour and branding by providing insights into both the symmetrical and asymmetrical antecedents of brand loyalty. The findings hold substantial implications for IVA manufacturers, marketers, and brand managers. Keywords: Artificial intelligence; Smart devices; Consumer behaviour; Branding (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:183:y:2024:i:c:s0148296324003540 DOI: 10.1016/j.jbusres.2024.114850 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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