Consumers’ Brand Experiences When Using Voice Interfaces

Voice interfaces are conquering consumer lifeworlds. They offer new ways to consumers to interact with brands and challenge existing brand management theories. By drawing on an explorative approach, this paper identifies four different voice experiences that emerge when consumers access brands through voice interfaces (for instance through personal voice assistants such as Amazon Alexa): (1) brand camouflage, (2) category salience, (3) brand evocation and (4) brand amplification.