Daniel Dietrich
Title
Dr.
Last Name
Dietrich
First name
Daniel
Email
daniel.dietrich@unisg.ch
Phone
+41 71 224 2136
Web Site
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Item type:Publication, Consumers’ Brand Experiences When Using Voice InterfacesVoice 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.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Psychological Ownership and the Emergence of Unintended Brand Meanings(2018-07-29)Type:conference paper