Does AI marketing efforts affect brand loyalty of Gen Z consumers? Mediating role of brand image and brand experience
The integration and adaptation of artificial intelligence (AI) in marketing are continually expanding as technological advancements progress, yet there is a scarcity of research investigating the impact of AI tools, on brand development processes, including brand loyalty. Grounded in the Stimulus-Or...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2542428 |
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