The impact of AI marketing activities on consumer-based brand equity: The mediating role of brand experience

Abir El Fawal; Allam Mawlawi; Najib Bou Zakhem; Hala Baydoun; Diala Yassine; Caroline Kassably

doi:10.24294/jipd.v8i7.3851

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The impact of AI marketing activities on consumer-based brand equity: The mediating role of brand experience

Abir El Fawal

Allam Mawlawi

Najib Bou Zakhem

Hala Baydoun

Diala Yassine

Caroline Kassably

Journal of Infrastructure Policy and Development 2024, 8(7), 3851; https://doi.org/10.24294/jipd.v8i7.3851

Submitted：26 Dec 2023

Accepted：22 Feb 2024

Published：31 Jul 2024

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Abstract

In today’s rapidly evolving world, the integration of artificial intelligence (AI) technologies has become paramount, offering unparalleled value propositions and unparalleled consumer experiences. This study delves into the transformative impact of five AI activities on brand experience and consumer-based brand equity within the retail banking landscape of Lebanon. Employing a quantitative deductive approach and a sample of 211 respondents, the research employs structural equation modeling to analyze the data. The findings underscore the significant influence of four AI marketing activities on brand experience, revealing that factors such as information, accessibility, and customization play pivotal roles, while interaction has a less pronounced effect. Importantly, the study unveils that brand experience acts as a partial mediator between AI marketing activities and consumer-based brand equity. These revelations not only illuminate pathways for retail banks in Lebanon to refine their AI strategies but also underscore the importance of leveraging AI-driven marketing initiatives to bolster customer equity, acquisition, and retention efforts in an increasingly competitive market age.

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