The study investigates the impact of artificial intelligence (AI)-powered chatbots on brand dynamics within the banking sector, focusing on the interrelationships between AI implementation and key brand dimensions, including awareness, equity, image, and loyalty. Using structural equation modeling (SEM) analysis on data collected from 520 banking customers, the study tests eight hypotheses to explore the direct and indirect effects of AI-driven interactions on brand development. The findings reveal that AI chatbots significantly enhance brand awareness in banking services, demonstrating moderate positive effects on both brand equity and brand image. Notably, while brand awareness exerts a strong influence on brand image, it does not have a significant direct effect on brand loyalty. Instead, the study shows that brand loyalty is primarily developed through the mediating effects of brand equity and image, with brand image exerting a particularly strong influence on brand equity. For banking practitioners, these insights suggest a need to integrate AI chatbots within a comprehensive brand strategy that merges technological innovation with traditional relationship-building approaches. Limitations of the study and potential directions for future research are also discussed, providing avenues for further exploration of AI’s role in brand management.

The bubble milk tea industry in Malaysia which was thought to have slowed down in the recent years since its first appearance in 2010 has made a comeback. At the point of conducting this research, there are almost 100 brands of bubble milk tea in Malaysia and it is not surprising that some of these shops are selling more than a thousand cups a day. However, there has been limited research conducted on factors influencing brand equity on bubble milk tea brands in Johor Bahru. This study is to investigate whether brand loyalty, perceived quality, brand awareness and brand association influence brand equity on bubble milk tea brands in Johor Bahru through distribution of online questionnaires. This study novelty is at the examining the factors influencing brand equity in the context of bubble milk tea in Johor Bahru, Malaysia. Data derived from responses of 400 respondents through sampling were analysed using SPSS v29. Hypotheses testing performed through simple linear regression revealed that brand loyalty, perceived quality, brand awareness and brand association have significant effect on brand equity of bubble milk tea brands in Johor Bahru, Malaysia. It was also demonstrated that perceived quality has the most significance influence on brand equity. Organizations in the bubble milk tea industries are able to benefit from these findings by prioritizing their marketing strategies to gain competitive edge over their competitors. With findings that perceived quality having the most significance influence, marketers with limited resources can narrow down their options and focus on this specific dimension to increase their brand value.

In the rapidly evolving landscape of technological innovation, the safeguarding of Intellectual Property Rights (IPR) emerges as a critical factor influencing economic growth and technological advancement. This study, conducted in the context of organizations operating in the United Arab Emirates (UAE), meticulously explores the intricate dynamics between IPR awareness, enforcement, and their implications for information security practices. The research undertakes a thorough investigation with three primary objectives: a comprehensive examination of IPR awareness, an exploration of the relationship between IPR enforcement and information security practices, and an assessment of the impact of information sensitivity. To achieve these objectives, a sample population of 150 respondents from various sectors was engaged, employing a combination of survey instruments and robust statistical analyses. The findings of the study illuminate a strong positive correlation between IPR awareness and information security practices, underscoring the pivotal role of cultivating IPR awareness among organizations. Furthermore, the enforcement of IPR, intricately connected with a resilient legal framework, regulatory authorities, international agreements, and effective customs and border control measures, is identified as a significant influencer of information security practices. The study employs a statistical model that exhibits a high explanatory power, elucidating approximately 85.9% of the variance in information security practices. In conclusion, the research offers profound implications for organizations, policymakers, and stakeholders in the UAE, advocating for strategies such as education, legal and regulatory support, international collaboration, and robust access control mechanisms to fortify IPR awareness, enforcement, and information security practices. The integration of advanced tools such as the smart PLS software adds depth and reliability to the study’s analytical framework, contributing to its comprehensive insights.