To disclose or not disclose, is no longer the question

Detalhes bibliográficos
Autor(a) principal: Kirkby, Alexandra
Data de Publicação: 2023
Outros Autores: Baumgarth, Carsten, Henseler,  Jörg
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/154451
Resumo: Kirkby, A., Baumgarth, C., & Henseler, J. (2023). To disclose or not disclose, is no longer the question: Effect of AI-disclosed brand voice on brand authenticity and attitude. Journal of Product and Brand Management, 32(7), 1108-1122. https://doi.org/10.1108/JPBM-02-2022-3864---This work was supported by the Berliner ChancengleichheitsProgramm (BCP); and the Institut für Angewandte Forschung Berlin (IFAF). Funding information: Jörg Henseler gratefully acknowledges financial support from FCT Fundação para a Ciência e a Tecnologia (Portugal) and national support through a research grant from the Research Centre for Information Management – MagIC/NOVA IMS (UIDB/04152/2020)
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spelling To disclose or not disclose, is no longer the questionEffect of AI-disclosed brand voice on brand authenticity and attitudeBrand managementBrand voiceArtificial intelligenceAuthenticityDisclosureTransparencyStructural Equation ModellingStrategy and ManagementManagement of Technology and InnovationSDG 8 - Decent Work and Economic GrowthKirkby, A., Baumgarth, C., & Henseler, J. (2023). To disclose or not disclose, is no longer the question: Effect of AI-disclosed brand voice on brand authenticity and attitude. Journal of Product and Brand Management, 32(7), 1108-1122. https://doi.org/10.1108/JPBM-02-2022-3864---This work was supported by the Berliner ChancengleichheitsProgramm (BCP); and the Institut für Angewandte Forschung Berlin (IFAF). Funding information: Jörg Henseler gratefully acknowledges financial support from FCT Fundação para a Ciência e a Tecnologia (Portugal) and national support through a research grant from the Research Centre for Information Management – MagIC/NOVA IMS (UIDB/04152/2020)Purpose This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written. Design/methodology/approach A 3 × 3 experimental design using Adidas marketing texts disclosed as either “AI” or “human”, or not disclosed was applied to data gathered online from 624 English-speaking students. Findings Text disclosed as AI-generated is not perceived as less authentic than that disclosed as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed. Practical implications Findings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity and brand attitude. Originality/value Results show that brands can afford to be transparent in disclosing the use of AI to support brand voice as communicated in product description or specification or in chatbot text.Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNKirkby, AlexandraBaumgarth, CarstenHenseler,  Jörg2023-06-26T22:14:32Z2023-08-152023-08-15T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article15application/pdfhttp://hdl.handle.net/10362/154451eng1061-0421PURE: 57252307https://doi.org/10.1108/JPBM-02-2022-3864info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:36:52Zoai:run.unl.pt:10362/154451Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:55:37.072102Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv To disclose or not disclose, is no longer the question
Effect of AI-disclosed brand voice on brand authenticity and attitude
title To disclose or not disclose, is no longer the question
spellingShingle To disclose or not disclose, is no longer the question
Kirkby, Alexandra
Brand management
Brand voice
Artificial intelligence
Authenticity
Disclosure
Transparency
Structural Equation Modelling
Strategy and Management
Management of Technology and Innovation
SDG 8 - Decent Work and Economic Growth
title_short To disclose or not disclose, is no longer the question
title_full To disclose or not disclose, is no longer the question
title_fullStr To disclose or not disclose, is no longer the question
title_full_unstemmed To disclose or not disclose, is no longer the question
title_sort To disclose or not disclose, is no longer the question
author Kirkby, Alexandra
author_facet Kirkby, Alexandra
Baumgarth, Carsten
Henseler,  Jörg
author_role author
author2 Baumgarth, Carsten
Henseler,  Jörg
author2_role author
author
dc.contributor.none.fl_str_mv Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Kirkby, Alexandra
Baumgarth, Carsten
Henseler,  Jörg
dc.subject.por.fl_str_mv Brand management
Brand voice
Artificial intelligence
Authenticity
Disclosure
Transparency
Structural Equation Modelling
Strategy and Management
Management of Technology and Innovation
SDG 8 - Decent Work and Economic Growth
topic Brand management
Brand voice
Artificial intelligence
Authenticity
Disclosure
Transparency
Structural Equation Modelling
Strategy and Management
Management of Technology and Innovation
SDG 8 - Decent Work and Economic Growth
description Kirkby, A., Baumgarth, C., & Henseler, J. (2023). To disclose or not disclose, is no longer the question: Effect of AI-disclosed brand voice on brand authenticity and attitude. Journal of Product and Brand Management, 32(7), 1108-1122. https://doi.org/10.1108/JPBM-02-2022-3864---This work was supported by the Berliner ChancengleichheitsProgramm (BCP); and the Institut für Angewandte Forschung Berlin (IFAF). Funding information: Jörg Henseler gratefully acknowledges financial support from FCT Fundação para a Ciência e a Tecnologia (Portugal) and national support through a research grant from the Research Centre for Information Management – MagIC/NOVA IMS (UIDB/04152/2020)
publishDate 2023
dc.date.none.fl_str_mv 2023-06-26T22:14:32Z
2023-08-15
2023-08-15T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/154451
url http://hdl.handle.net/10362/154451
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1061-0421
PURE: 57252307
https://doi.org/10.1108/JPBM-02-2022-3864
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 15
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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