Brands cannot own a human celebrity but can own an AI endorser: AI endorsers’ role in shaping consumer self-brand connection

Journal of Retailing and Consumer Services 2026

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Authors: Xinran Wang, H Wang, Huanzhang Wang
DOI: 10.1016/j.jretconser.2025.104717
Cited by: 2
References: 63

Fields of Study & Subjects

AI in Service Interactions Consumer Behavior in Brand Consumption and Identification Evolutionary Psychology and Human Behavior

Publication details

Journal / source
Journal of Retailing and Consumer Services
Publisher
Elsevier BV
Volume
90
Pages
104717–104717
Publication date
1 January 2026
Language
EN