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

JungKun Park and Suhyoung Ahn

Journal of Retailing and Consumer Services, 2024, vol. 81, issue C

Abstract: 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.

Keywords: Generative AI; Brand personality; Luxury brand; Self-brand connection (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003059

DOI: 10.1016/j.jretconser.2024.104009

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