When AI meets centuries-old craftsmanship: the influence of the narrative subject of time-honored brand stories on consumer brand attitude
Abstract
Grounded in construal level theory, this study investigates the impact of narrator type (AI vs. human influencer) for time-honored brand stories on consumer emotional arousal and brand attitude. An empirical study involving 772 Chinese consumers reveals that AI influencers, compared to their human counterparts, exert a more positive influence on brand attitude. This relationship is mediated by emotional arousal. Furthermore, the study identifies brand story theme and new product type as crucial moderators of this indirect effect. These findings offer novel insights into the literature on influencer marketing and the strategic management of heritage brands.
Fields of Study & Subjects
AI in Service Interactions
Consumer Behavior in Brand Consumption and Identification
Generational Differences and Trends
Publication details
- Journal / source
- The Journal of Marketing Theory and Practice
- Publisher
- Informa UK Limited
- Pages
- 1–23
- Publication date
- 27 March 2026
- Language
- EN