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The Internet of Things and interaction style : the effect of smart interaction on brand attachment

Author

Listed:
  • Jintao Wu

    (SYSU - Sun Yat-sen University [Guangzhou])

  • Junsong Chen

    (East China University of Science and Technology)

  • Wenyu Dou

    (CUHK - City University of Hong Kong [Hong Kong])

Abstract

With the rising popularity of the Internet of Things (IoT), increasingly more customers are enjoying personalised, autonomous, and optimised services provided by smart and connected objects. Drawing on the stereotype content model and brand attachment literature, we examine the effect of interaction style (e.g. friend-like and engineer-like communication) on consumers' brand perception using two laboratory experiments. The results indicate that a friend-like interaction style (1) produces more positive brand warmth than the engineer-like style, (2) enhances brand competence as much as the engineer-like style does, and (3) has a positive effect on users' brand attachment, which (4) is mediated by brand warmth and brand competence. Furthermore, (5) the style of smart interaction and brand positioning have interaction effects on brand warmth, brand competence, and ultimately brand attachment.

Suggested Citation

  • Jintao Wu & Junsong Chen & Wenyu Dou, 2017. "The Internet of Things and interaction style : the effect of smart interaction on brand attachment," Post-Print hal-02312314, HAL.
    • Handle: RePEc:hal:journl:hal-02312314
    DOI: 10.1080/0267257X.2016.1233132
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    Citations

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    Cited by:

    1. Trang P. Tran & Christopher P. Furner & Ilia Gugenishvili, 2022. "The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 14(1), pages 1-19, January.
    2. Delgado-Ballester, Elena & Fernandez-Sabiote, Estela, 2024. "Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification," Journal of Business Research, Elsevier, vol. 177(C).
    3. Lu, Lu & Cai, Ruiying & King, Ceridwyn, 2020. "Building trust through a personal touch: Consumer response to service failure and recovery of home-sharing," Journal of Business Research, Elsevier, vol. 117(C), pages 99-111.
    4. Ly, Pham Thi Minh & Lai, Wen-Hsiang & Hsu, Chiung-Wen & Shih, Fang-Yin, 2018. "Fuzzy AHP analysis of Internet of Things (IoT) in enterprises," Technological Forecasting and Social Change, Elsevier, vol. 136(C), pages 1-13.
    5. Liang, Yongheng & Xu, Qian & Jin, Liyin, 2021. "The effect of smart and connected products on consumer brand choice concentration," Journal of Business Research, Elsevier, vol. 135(C), pages 163-172.
    6. Attor Cleophas & Jibril Abdul Bashiru & Amoah John & Chovancova Miloslava, 2022. "Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana," Management & Marketing, Sciendo, vol. 17(2), pages 156-177, June.
    7. Kumar, V. & Ramachandran, Divya & Kumar, Binay, 2021. "Influence of new-age technologies on marketing: A research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 864-877.
    8. Halkias, Georgios & Diamantopoulos, Adamantios, 2020. "Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 714-736.
    9. Huang, Ran & Ha, Sejin, 2020. "The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms," Journal of Business Research, Elsevier, vol. 121(C), pages 616-627.
    10. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    11. Wu, Jintao & Wu, Tong & Schlegelmilch, Bodo B., 2020. "Seize the Day: How Online Retailers Should Respond to Positive Reviews," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 52-60.
    12. Li, Mengyi & Ma, Qin-hai, 2022. "“Do not impose on others what you desire.†Research on the influence of service Personnel's interactive orientation on customer comfort," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    13. Kolbl, Živa & Diamantopoulos, Adamantios & Arslanagic-Kalajdzic, Maja & Zabkar, Vesna, 2020. "Do brand warmth and brand competence add value to consumers? A stereotyping perspective," Journal of Business Research, Elsevier, vol. 118(C), pages 346-362.
    14. Kull, Alexander J. & Romero, Marisabel & Monahan, Lisa, 2021. "How may I help you? Driving brand engagement through the warmth of an initial chatbot message," Journal of Business Research, Elsevier, vol. 135(C), pages 840-850.
    15. Aiello, Gaetano & Donvito, Raffaele & Acuti, Diletta & Grazzini, Laura & Mazzoli, Valentina & Vannucci, Virginia & Viglia, Giampaolo, 2020. "Customers’ Willingness to Disclose Personal Information throughout the Customer Purchase Journey in Retailing: The Role of Perceived Warmth," Journal of Retailing, Elsevier, vol. 96(4), pages 490-506.
    16. Wang, Ping & Li, Kunyang & Du, Qinglong & Wang, Jianqiong, 2024. "Customer experience in AI-enabled products: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    17. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.

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