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.
Document Type
Journal Article
Date of Publication
10-1-2024
Volume
183
Publication Title
Journal of Business Research
Publisher
Elsevier
School
School of Business and Law
RAS ID
71578
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Comments
He, W., Prentice, C., & Wang, X. (2024). Symmetrical and asymmetrical approaches to brand loyalty–The case of intelligent voice assistants. Journal of Business Research, 183, 114850. https://doi.org/10.1016/j.jbusres.2024.114850