Purpose This research aims to examine how guilt emotion influences consumers’ choices between partner brands (work with consumers) and servant brands (serve consumers) and the underlying mediation mechanism of consumer perception (i.e. perceived deservingness). Design/methodology/approach Three experimental studies were conducted to test the hypotheses. Study 1 provided preliminary evidence showing that guilty consumers are more likely to choose partner (vs servant) brands. Study 2 examined perceived deservingness as the underlying mechanism using a manipulation-of-mediator approach. Study 3 replicated the main effect and further demonstrated that perceived deservingness mediated the interaction effect of guilt and brand roles on consumers’ purchase likelihood. Findings The findings reveal that guilty consumers prefer partner brands compared with servant brands. Specifically, this interaction effect arises because guilty consumers tend to avoid servant brands, which symbolically reinforce their reduced sense of self-deservingness induced by guilt. Originality/value This study pioneers the empirical integration of brand anthropomorphism and incidental emotion. First, this study enriches the anthropomorphism branding literature by providing a new antecedent factor related to incidental emotion. Second, this paper brings to light how anthropomorphized brand roles influence consumer responses. The findings show that this anthropomorphism strategy might induce a negative influence to brands and extend prior research by examining how consumers respond to different brand roles (i.e. partner vs servant).
Purpose This study aims to explore whether romantic emotional experiences influence new product adoption intentions through the lens of novelty-seeking. Design/methodology/approach To evaluate the assertions, the authors conduct five studies to test the proposed model. Study 1 surveys multiple product categories to examine dispositional romanticism. Studies 2–5 use experiments to test the effect of induced romance, mediation via novelty-seeking and moderation by product knowledge. Findings Romantic experiences are associated with higher new product adoption intention, and this relationship operates through increased novelty-seeking behaviour. The effect is weaker when consumers have higher relevant product knowledge. Originality/value While prior work has documented multiple drivers of new product adoption, including product innovativeness and quality, affective influences have not been sufficiently explored. This study focuses on the more specific construct of romantic aesthetic emotion and tests whether it functions as an underlying source of novelty-oriented motivation in the context of new products. The results reveal the circumstances in which romantic cues are more likely to support new product marketing.
Purpose This paper aims to examine how product design relates to brand heritage and how sustainable design reinforces this process in the luxury furniture sector. It focuses on functionality, aesthetics and symbolism and their effects on consumer perceptions of longevity, stability and adaptability. Given sustainability's central role in luxury contexts, sustainable design is tested as both a direct driver of heritage and a moderator of design effects.Design/methodology/approach A survey was conducted among 448 consumers and followers of a leading online retailer of high-end furniture brands. Partial least squares structural equation modelling (PLS-SEM) was used to test the proposed relationships.Findings Functionality and symbolism are positively associated with all three heritage dimensions, while aesthetics show more selective associations. Sustainable design directly strengthens heritage, particularly longevity and adaptability. Interaction effects indicate that sustainability amplifies the role of aesthetics in shaping heritage, wile its effects on functionality and symbolism are limited.Research limitations/implications The findings suggest that integrating sustainability into design strategies strengthens heritage perceptions and supports long-term brand relevance. The study offers guidance for luxury brands aiming to align design with evolving consumer values.Originality/value This study advances research on product design and brand heritage by showing how consumers translate multidimensional design perceptions into temporal brand heritage beliefs in a design-intensive luxury category. It further demonstrates that sustainable design operates as a direct heritage signal and as an interpretative frame that selectively amplifies aesthetic cues.
PurposeIn the context of new luxury consumption patterns, consumers are increasingly concerned with the craftsmanship image conveyed by luxury brands. This study aims to conceptualize and develop a scale for perceived craftsmanship from the consumer's perspective. The research further examines the influence of perceived craftsmanship on brand loyalty, incorporating the mediating role of consumer well-being and the moderating effect of inconspicuous luxury motivation.Design/methodology/approachIn Study 1, initial measurement items were generated through a literature review, consumer interviews and secondary data. Data were collected from 457 consumers, and exploratory and confirmatory factor analyses were performed to refine and validate the scale, resulting in a five-item measurement instrument. In Study 2, data from 377 luxury brand consumers were gathered, and the proposed hypotheses were tested using structural equation modeling in Mplus 8.0.FindingsResults indicate that perceived craftsmanship within luxury brands is characterized by superior quality, skills inheritance, crafting dedication and being down-to-earth. Perceived craftsmanship positively influences brand loyalty, with consumer well-being (hedonic and eudaimonic well-being) acting as mediators. The desire for inconspicuous luxury moderates the impact of perceived craftsmanship and consumer well-being.Originality/valueWhile prior research has provided valuable insights into the production aspects of luxury craftsmanship, it has largely overlooked the psychological and relational implications for consumers. This study stands among the limited number of investigations that conceptualizes and operationalizes perceived luxury craftsmanship through a consumer-centric perspective. By further elucidating the underlying mechanisms and moderating role of how perceived craftsmanship fosters brand loyalty, this research contributes to a nuanced conceptual framework of perceived craftsmanship and deepens the understanding of consumer well-being, brand loyalty and inconspicuous consumption.
Purpose This study aims to examine when favorable attitudes toward local food translate into preference for host-country food brands in globally mobile consumption. Drawing on the attitude–behavior gap framework, it investigates how identity-related self-views (multiculturalism and globalism) and social categorization tendencies (in-group support and perceived out-group rejection) condition the relationship between local food attitudes and host-country food brand preference. Design/methodology/approach This study uses a survey-based design using data collected from digital nomads residing in Bali, Thailand and Mexico. Moderation analyses are conducted to examine how identity-related orientations and social categorization processes shape the consistency of relationship between attitudes toward local food and preference for host-country food brands. Findings The results show that multicultural self-views strengthen the positive relationship between attitudes toward local food and host-country brand preference, whereas globalist self-views weaken this relationship. Moreover, social categorization tendencies further condition these effects: perceived in-group support amplifies the negative moderating role of globalism, while perceived out-group rejection attenuates the positive effect of multiculturalism. Practical implications The findings offer insights for local brand managers operating in markets characterized by transient and globally mobile consumers. Understanding how identity-related orientations and social environments shape brand preference can help firms design branding strategies that facilitate the translation of positive product evaluations into sustained preference among mobile consumer segments. Originality/value This research advances product and brand management literature by extending the attitude–behavior gap framework to brand preference formation under global mobility. By conceptualizing identity-related orientations and social categorization as boundary conditions, the study demonstrates when favorable evaluations of local products are enacted as brand preference beyond domestic markets.
PurposePhonetic elements in brand names shape perceptions of and preferences for brands. Previous research has focused on the effects of vowels (e.g. front vs back) and consonants (e.g. voiceless vs voiced; fricatives vs stops) while largely neglecting the potential role of nasal codas, which are commonly found in many brand names. To fill this gap, this paper aims to explore whether and how nasal codas in brand names affect consumers' brand perceptions and preferences.Design/methodology/approachExperiment 1 examined whether nasal codas in brand names influenced gender perceptions of brand name pronunciation. Experiments 2 and 3 examined whether nasal codas in brand names influenced brand warmth and brand preference, respectively. Experiment 4 examined the moderating role of product type in the relationship between nasal codas in brand names and brand preference. An internal meta-analysis assessed the robustness of the sound symbolism of nasal codas in brand names.FindingsThe results indicated that nasal codas in brand names enhanced the masculine perception of brand name pronunciation, which weakened brand warmth, thereby reducing brand preference. This effect was weaker for utilitarian than hedonic products.Originality/valueTo the best of the authors' knowledge, this research is the first to reveal the unique role of nasal codas in shaping consumers' attitudes toward brands. It offers new insights into sound symbolism in marketing and practical implications for brand managers regarding the use of nasal codas in brand naming.
PurposeThis study aims to examine how video game brand communities express online brand advocacy, revealing distinct patterns of consumer engagement that challenge traditional marketing approaches. By drawing on social identity theory, authentic brand advocacy behaviours in Call of Duty and Battlefield video game brand communities were explored to understand how consumers support their preferred brands.Design/methodology/approachOver 23,000 Call of Duty and Battlefield brand community discussions from Reddit were analysed using advanced computational methods to discover how brand advocacy naturally emerges from consumer discourse. Rather than relying on traditional surveys, this approach captures real advocacy behaviours as they occur in video game communities to reveal authentic language and expressions consumers use to support their favourite brands.FindingsSix distinct dimensions of brand advocacy emerged: Brand Positivity, Brand Defence, Virtual Positive Expression, Brand Zest, Brand Knowledge and Brand Appraisal. The analysis revealed two distinct advocacy orientations: Call of Duty communities focus on narrative experiences and storytelling, while Battlefield communities emphasise technical expertise and mechanical complexity, yet both generate equally intense brand advocacy through different emotional pathways.Originality/valueThis research contributes to the research of authentic online brand advocacy in consumer communities by demonstrating that genuine advocacy emerges from consumer experiences, rather than promotional activities. This research examines video game brand communities as a context for understanding modern brand relationships, showing how narrative immersion and technical expertise create different forms of consumer advocacy with important implications for brand management.
PurposeDrawing upon social exchange and psychological ownership theories, this study aims to develop a model to investigate the mechanisms through which perceived brand ethicality fosters brand evangelism.Design/methodology/approachData were collected from 629 brand community members in the organic supermarket and food retail sectors. A structural equation modeling approach was used to test the proposed model and hypotheses.FindingsPerceived brand ethicality positively affects premium payment for brand community membership and participation in brand community social events, both of which subsequently enhance brand evangelism through brand psychological ownership.Originality/valueTo the best of the authors' knowledge, this study is the first to address brand evangelism through the lens of perceived brand ethicality by developing an integrated framework based on the perspectives of social exchange and psychological ownership.
PurposeThis study aims to investigate expatriates' engagement with social media influencers from a human brand perspective. Expatriate consumer profiles were identified based on their engagement behaviors and the contextual and psychosocial factors driving their interactions with influencer content were explored. This research extends the brand engagement framework to the expatriation context, emphasizing the role of influencers as relational human brands and cultural intermediaries in supporting expatriate identity transition.Design/methodology/approachA three-stage, sequential, mixed-methods approach was used to explore expatriates' engagement with influencers. The expatriate profiles were categorized using quantitative analysis. Qualitative methods were used to examine the motivations and contextual factors underlying these relationships. Data were collected through surveys of expatriates who engaged with influencers on a recurring basis.FindingsThe study reveals three distinct expatriate profiles based on engagement with influencers: Parasocial Explorers, Seasoned Explorers and Epicurean Explorers. The profiles range from low to high levels of interaction and emotional connection with influencers. The expatriates engage with influencers to obtain cultural guidance, emotional support and community integration. The findings highlight the role of influencers as relational human brands in supporting expatriates' cultural adaptation and addressing isolation and cultural dissonance. Influencer engagement facilitates identity-related meaning-making and reduces perceived isolation, which are essential for expatriates in new environments.Originality/valueAdopting a branding perspective enabled the study to show that expatriates engage with influencers as human brands, extending the brand engagement framework beyond traditional product-brand relationships. This study identified distinct expatriate engagement profiles, highlighting key psychosocial and contextual factors that motivate engagement with influencer content. These findings offer a deeper understanding of expatriate engagement within digital environments and provide valuable insights for influencers and international brand managers.
PurposeBased on accessibility-diagnosticity theory, this paper aims to examine how and when packaging design complexity affects consumer purchase intention for multifunctional products.Design/methodology/approachA series of four studies was conducted to test the proposed hypotheses. Study 1 tested the main effect of packaging design complexity on consumer purchase intention for multifunctional products. Studies 2a and 2b examined the mediating role of inferred corporate ability and ruled out alternative explanations. Study 3 verified the moderating role of processing style.FindingsComplex (vs simple) packaging design enhances consumer purchase intention for multifunctional products. Inferred corporate ability mediates the effect of packaging design complexity on consumer purchase intention. The above effect is contingent on consumers' processing style, such that complex packaging design can enhance consumer purchase intention via inferred corporate ability for holistic processors, but not for analytic processors.Originality/valueThis research enriches the influencing factors of multifunctional product selection and extends the studies of packaging design complexity on single-function products to multifunctional products. It also expands the application of the accessibility-diagnosticity theory and identifies the role of processing style in consumer decision-making of multifunctional products.
PurposeThis research aims to explain the effectiveness of mobile apps in establishing a visual linkage to the brand behind the app, enhancing its distinctiveness and, overall, leading to greater correct brand recognition (brand lift).Design/methodology/approachThe study analyzes online survey data (n = 6,819) for 29 apps across 17 countries in a popular category: travel booking. It compares respondents' ability to correctly recognize brands from debranded app versions. It also considers app usage (e.g. number of travel booking apps owned/used), broader consumer behavior (e.g. travel booking in the last year) and demographics (e.g. age, gender and country).FindingsHaving the app on one's device results in significantly higher correct brand recognition. The brand lift effect is greater for consumers using more travel booking apps and those who have recently booked travel. In contrast, consistent with advertising clutter effects, the number of travel bookings on one's device reduced recognition odds. Some demographic differences appear, such as a greater lift for younger users and females. Finally, countries with higher digital competitiveness show a greater brand lift of apps, confirming both macro and micro influences on consumer memory.Practical implicationsThe findings of this study translate into practical guidelines on how to leverage mobile apps to increase correct brand recognition, which is a prerequisite to attain other brand outcomes, including potential flow-on effects on buying behavior.Originality/valueThis research advances branding literature by showing how mobile apps drive correct brand recognition, using multiapp, multicountry data and robust analytical methods to ensure strong conclusions.
PurposeDrawing on expectation disconfirmation theory and assimilation-contrast theory, this study hypothesizes how different expectation violations - differentiated by object (brand vs chatbot) but triggered within a same interaction - influence negative brand engagement across three dimensions: emotional, cognitive and behavioral.Design/methodology/approachUsing a mixed-methods approach, the research combines quantitative data (n = 238) with qualitative insights from 36 interviews.FindingsThe quantitative analysis shows that brand expectation violation triggers emotional and cognitive negative engagement, while chatbot expectation violation relates to behavioral negative engagement, including both constructive and destructive responses. The qualitative study further reveals how expectation violation can lead to various forms of negative engagement, including both active and passive manifestations.Practical implicationsThis research provides valuable insights for practitioners wishing to proactively work on avoiding negative brand engagement by managing expectations, and to respond adequately to the different manifestations of negative brand engagement.Originality/valueThe research shows that brand and chatbot expectation violations, within the same interaction, generate different negative brand engagement manifestations. This research contributes to the brand engagement literature by adding to and refining the concept of negative brand engagement.
Purpose This study aims to explore the differences between large companies and family SMEs in the development of sustainable and innovative products, focusing on critical success factors specific to each type of company. Design/methodology/approach The analysis is based on a multiple case study, examining two Italian companies in the textile sector. Semistructured interviews were conducted with managers and members of product development teams, supplemented by secondary data. The analysis was carried out through thematic coding and cross-case comparison, with the aim of identifying recurring patterns and size-related differences. A benchmarking approach was used to highlight similarities and divergences in sustainable product development processes. Findings The findings reveal that ownership plays a crucial role in family-owned SMEs, significantly impacting ideation, strategic partnerships and sustainable product development processes. Ownership not only facilitates constant idea exchange but also drives strategic connections and collaborations essential for innovation. The study, using Brown and Eisenhardt’s framework, highlights how ownership influences team dynamics, work organization and supplier integration, which are pivotal for NPD. Unlike large firms, family-owned SMEs lack formalized cross-functional teams, relying on senior management for external communication and maintaining agility through an iterative approach. This structure enhances adaptability, supporting rapid product innovation aligned with the company’s sustainable mission. Originality/value This study offers an exploratory and context-specific contribution by examining how family ownership influences sustainable product development (SPD) and how firm size shapes the expression of critical success factors (CSFs). Rather than claiming statistical generalizability, the study generates in-depth insights into the mechanisms – such as ownership-driven ideation, informal coordination and supplier integration, that explain how and why size and ownership matter. By focusing on Italian family firms, the research also highlights the role of culturally embedded traits such as practical problem-solving, resourcefulness and artisanal creativity, extending international NPD frameworks to a specific national setting.
PurposeLaunching a new product is costly, and failure is likely. Although brands continue to launch new products, there is no clear guidance about when or how to detect the survivors. The purpose of this study is to help brands identify earlier which launches are at risk of failure and which are likely to survive.Design/methodology/approachThis study compares the performance of 7,195 survivor (reported sales three years after launch) and 5,294 failed (reported no sales after the first year) line extensions (LEs) to detect patterns in how survival is linked to early indicators.FindingsThis study shows that the "average" survivor and failed LE has a similar repeat-buyer rate in each quarter over their launch year. Although the repeat-buyer rate is similar for survivor and failed LEs, there is a larger difference in the penetration the "average" survivor and failed LEs achieve over launch. The penetration differences manifest after the first quarter from launch and the divide continues to widen over the launch year. The descriptive and model results suggest penetration is a more sensitive measure to identify survival early on.Practical implicationsThis research provides guidance about when and how to identify likely failure and survivor LEs. The results suggest investing in activities to bolster repeat buying still has a role, but it is more productive for marketers to prioritize activities with a greater opportunity to build trial. The findings from this study give marketers the tools to identify the LEs to keep supporting, and those to remedy or delist.Originality/valueThis study advances existing knowledge by uncovering the role of trial and repeat. The study uses practitioner-relevant data and performance indicators that are widely adopted in practice to measure new product success.
PurposeThis study aims to explore the impact of reminders of ingredient brand exemplar on consumer cognitive evaluations when companies adopt brand extension strategies for new product development.Design/methodology/approachA 2 x 2 x 2 experimental design was used, where the independent variable is the ingredient brand exemplar reminders, and the dependent variables are brand extension attitude and new product evaluation. The research framework also incorporated brand strength, knowledge of the new extension product and similarity as moderating variables.FindingsThis study reveals that reminders of ingredient brand exemplars have a significant positive effect on brand extension attitudes and new product evaluations. In addition, three moderating variables - brand strength, knowledge of extension products and similarity - demonstrate significant interaction effects with the reminders of ingredient brand exemplars.Practical implicationsThe findings of this study provide timely insights for marketing practitioners. Specifically, for companies with weaker brand equity, collaborating with well-known ingredient brands during new product development can enhance market competitiveness. By using reminders of key ingredient brand exemplars in their communications with consumers, these companies can effectively leverage this strategy to enhance the market advantage of their new products.Originality/valueThis study applies the analogy learning theory from cognitive psychology and is the first to integrate ingredient branding with exemplar reminders to investigate their impact on consumers' cognitive evaluations of brand extension strategies in new product development.
Purpose-This study aims to examine the influence of new product introductions on brand equity, the mediating role of consumer engagement and the interactive effect of brand storytelling (brand vs consumer-generated storytelling) on the relationship. Design/methodology/approach-This study used a single-factor experimental design, in which 374 consumers (Mage-37.44, standard deviation-12.766) were randomly assigned to one of two brand storytelling themes: brand-generated or consumer-generated storytelling. The data was analysed using AMOS 29 and one-way analysis of variance. Findings-The results indicate that while the introduction of new products has a positive and significant influence on brand equity, the indirect effect through consumer engagement is stronger. Brand storytelling has a positive and significant interactive effect on the direct and indirect relationships between new product introduction and brand equity. However, consumer-generated storytelling has a greater interactive effect on both relationships. Originality/value-Despite the growing recognition of brand storytelling's importance, limited research has examined its role as a consumer-brand engagement tool in the context of new product introduction and brand equity. This study represents a pioneering effort that empirically examines the interactive influence of brand storytelling (brand vs consumer-generated) on the relationship between new production introduction and brand equity.
Purpose Perceived product innovativeness has been addressed in the literature, but mostly from the firm’s viewpoint, even though end consumers play a key role in selecting new innovative products within competitive offerings, leading to their market success. Drawing on previous research, the authors acknowledged that the concept is multidimensional, and they positioned this study as a scale development work that harmonizes the key dimensions of consumer perceived product innovativeness (CPPI). Design/methodology/approach Based on a qualitative and quantitative five-phase study using multiple samples of consumers drawn from the USA, the purpose of this study is to describe the development, calibration and validation of measures assessing a CPPI scale. Findings The findings suggested that CPPI has four dimensions, namely, aesthetics, product effectiveness, novelty and usage friendliness, and a valid and reliable 16-item battery was introduced to measure it. Originality/value This study constitutes a significant evolution in the understanding of the CPPI construct, developed as a multidimensional measurement scale and its applications in future studies. Specifically, this study’s theoretical and empirical investigation represents a leap forward for the product (and brand) management literature with the intent to help academics better circumscribe the domain of product innovativeness from the customers’ perspective. This study can also assist new product development managers in better developing new products aimed at end consumers.
PurposeBrand identity is a core component of the definition of brand purpose, yet the link between these constructs has not been explored in depth. This study aims to develop a framework that captures the (inter)relationship between brand purpose and brand identity and propose a definition of purpose-driven brand identity. Clarifying this relationship is essential for strategic brand management, as brand identity forms a strategic cornerstone of brand purpose and guides authentic, purpose-driven strategies. Design/methodology/approachA systematic literature review was conducted to explore the intersection of brand purpose and brand identity. The final data set comprised 40 articles from 21 journals, published up to and including 2024, identified using three databases. These articles were analysed deductively, and the findings were synthesised into a framework. FindingsBrand purpose differs from brand identity, as the former transcends organisational boundaries and serves the common good. It must nevertheless overlap with brand identity to avoid perceptions of purpose washing. A gradation of the strength of the integration of brand purpose into brand identity (i.e. brand-purpose proximity) is proposed. Originality/valueTo the best of the authors’ knowledge, this study is the first to comprehensively analyse the relationship between brand purpose and brand identity while providing a framework illustrating their independence and interdependence. This contributes to a more nuanced understanding of an identity-based approach to brand purpose, with the degree of brand-purpose proximity emerging as a pivotal factor in the formation of a purpose-driven brand identity.
Purpose-This multi-study project tested the influence of family type (heterosexual, gay and lesbian), priming (sexual orientation or control), intimacy (explicit or implicit) and viewers' inclusivity perceptions and attitudes on their responses to ads depicting same and different sex couples with their children. The purpose of this study is to better understand responses to nontraditional families and provide guidance to brands pursuing inclusivity while trying to avoid backlash. Design/methodology/approach-First, this project used a 3 & times; 2 & times; 2 factorial design to establish the influence of family type, priming and intimacy on viewers' responses to ads showing heterosexual, gay and lesbian families. Then, a second experiment parsed the main and interaction effects of family type and viewers' brand inclusivity attitudes on their responses to the ads. Findings-The first study revealed that the heterosexual ad image elicited the most positive brand attitudes, while ads featuring gay parents elicited lower ad attitudes and weaker purchase intentions than those depicting heterosexual or lesbian parents. Furthermore, these results indicated priming and intimacy only influenced responses to the lesbian ad images. Next, the second study's results revealed how viewers' attitudes toward brand inclusivity exerted significant and positive influences on their responses to the gay and lesbian ad images. Research limitations/implications-The use of a fictional financial brand may limit the study's generalizability. Future research could test LGBTQ+ inclusive family portrayals across industries and include a broader range of identities to enhance representation and responses to their intersectionalities. Practical implications-The results suggest brands should consider their target customers' attitudes toward brand inclusivity when depicting nontraditional families, strategically using priming and contextual cues to resonate with inclusive-minded audiences while mitigating backlash from less progressive consumers. Social implications-Inclusive advertising can contribute to broader acceptance of diverse family configurations. By authentically portraying gay and lesbian families, brands can foster inclusivity while supporting social responsibility efforts and appealing to customers who value representation. As the visibility of same-sex families in media grows, such advertisements may help shape norms and reduce stigma while supporting a more inclusive and equitable society. Originality/value-As one of the first studies to quantitatively analyze responses to ads with nontraditional families, and to the best of the authors' knowledge, this work provides compelling insights into the influence of social identities, gender norms and brand inclusivity attitudes on consumer attitudes and behavioral intentions. These insights extend the authors' understanding of how consumers respond to inclusive advertising.
PurposeThis study aims to examine how virtual influencers' degree of realism, both form and behavioral realism, along with variations in their social identity cues (gender, race), influences consumer attitudes and purchase intentions.Design/methodology/approachTwo field experiments were conducted. Study 1 examined how form and behavioral realism and gender (female/male) shaped attitudes and intentions. Study 2 investigated how race (non-White/White) paired with perceived realism influences consumer perceptions of virtual influencers and associated brands.FindingsResults demonstrate that perceived realism, along with gender presentation, significantly shapes consumer attitudes and influencer engagement intentions. Racial presentation, when paired with realism, shapes consumer influencer and brand attitudes, ultimately affecting purchase intentions.Practical implicationsThe findings offer actionable guidance for brands to develop and leverage virtual influencers by emphasizing authentic and carefully calibrated realism. This approach boosts brand engagement while reducing risks of bias and stereotyping.Originality/valueThis research advances the understanding of virtual influencers by highlighting how nuanced design elements and social cues shape consumer responses, offering insights for brands aiming to optimize digital influencer strategies.
