Jeon, Joo-Eon - In: Global business and finance review 29 (2024) 4, pp. 123-133
experiences in virtual brand spaces, based on brand concepts and the agent's gender. Design/methodology/approach: To test the … proposed hypotheses, a 2 (Brand Concept: Functional Brand vs. Experiential Brand) × 2 (AI agent's gender: male vs. female … role of the AI agent's gender in enhancing brand experience in virtual spaces was identified. Originality/value: This study …