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

Author

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  • Park, JungKun
  • Ahn, Suhyoung

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.

Suggested Citation

  • Park, JungKun & Ahn, Suhyoung, 2024. "Traditional vs. AI-generated brand personalities: Impact on brand preference and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003059
    DOI: 10.1016/j.jretconser.2024.104009
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