Smart product brands – The interrelation of smart products and buyer personality traits

Friederike Paetz and Carsten D. Schultz

Journal of Retailing and Consumer Services, 2025, vol. 84, issue C

Abstract: The adoption of digital voice assistants, e.g., smart speakers, is a megatrend, and several brands are currently sharing the market. A key question for smart speaker providers is who the users are to derive successful marketing strategies. This study examines the personality structure of brand users and highlights the factor of age as a determinant of the potential use of smart speakers. Using data from an empirical discrete choice experiment, we estimate a mixed logit model and use respondents’ age and personality traits as inputs. While brand and price are the most influential determinants for the adoption of smart speakers, age and personality point to differences in the preferences for certain smart speaker brands. In a subsequent simulation study, we examine shifts of market shares in several age cohort-based markets when a relatively unknown but cheap brand enters an established market, thus highlighting the importance of age cohorts when developing successful marketing strategies for innovation product brands.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698924005162
Full text for ScienceDirect subscribers only

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:eee:joreco:v:84:y:2025:i:c:s0969698924005162

DOI: 10.1016/j.jretconser.2024.104220

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().