Interactive voice assistants – Does brand credibility assuage privacy risks?

•Users prefer overall gains (value) over the perception of private data loss.•Brand credibility significantly moderates the relationship between VA features and the overall perceived value of VAs.•Higher Brand credibility reduces the perception of privacy risks.•Perceived privacy risks have a negative impact on the overall perceived value of voice assistants.•Utility features are favored over hedonic features contributing to overall perceived value and continued usage.