Artificial intelligence applications in brand management

• Autorzy: Jelonek Dorota , Kumar Narendra , Pawełoszek Ilona

Identyfikatory

DOI

10.29119/1641-3466.2024.202.10

• Języki publikacji: EN

Abstrakty

EN

Purpose: This research explores the transformative role of Artificial Intelligence (AI) and Machine Learning (ML) in brand management. It aims to understand how AI technologies can optimize brand awareness, enhance personalized communication, and improve brand equity measurement, thereby redefining brand management strategies in the digital era. Design/methodology/approach: A systematic literature review was conducted, analyzing research studies published between 2014 and 2024. The methodology focused on articles that delve into the integration of AI and ML within brand management contexts. This approach was chosen to consolidate and synthesize a broad spectrum of findings on AI’s impact on brand management practices. Findings: The review identified significant enhancements in brand management facilitated by AI, particularly in consumer engagement and customization of consumer interactions through data-driven insights. AI's capability to analyze big data has enabled more precise consumer segmentation and targeting, thereby influencing brand loyalty and overall brand equity positively. Research limitations/implications: The primary limitation of this study is its reliance on data from articles indexed only in Scopus, potentially omitting relevant studies published in other languages or databases. Future research should expand the scope to include these sources and explore empirical validations of the proposed theoretical impacts of AI on brand management. Practical implications: This research highlights the practical applications of AI in improving brand management strategies, offering insights into effective AI integration into marketing practices. Businesses are encouraged to adopt AI-driven tools for better market segmentation, consumer behavior predictions, and enhanced customer relationship management. Social implications: The findings could influence public attitudes towards brand interaction by fostering greater acceptance of AI in consumer relations. The research supports enhanced corporate social responsibility through AI's ability to provide more targeted and meaningful consumer interactions. Originality/value: This paper contributes to the academic and practical understanding of AI’s role in brand management by synthesizing existing research and identifying future research directions. It is valuable to academicians, marketing professionals, and policymakers interested in the implications of AI technology in brand strategies.

Słowa kluczowe

EN

brand management; artificial intelligence; machine learning; consumer engagement; marketing strategies

PL

zarządzanie marką; sztuczna inteligencja; uczenie maszynowe; zaangażowanie konsumentów; strategie marketingowe

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2024
• Tom: z. 202
• Strony: 153--170
• Opis fizyczny: Bibliogr. 43 poz.

Twórcy

autor

Jelonek Dorota

• Politechnika Częstochowska, Poland

• https://orcid.org/0000-0001-7487-5975

autor

Kumar Narendra

• NIMS University, Jaipur, India

• https://orcid.org/0000-0001-9167-7604

autor

Pawełoszek Ilona

• Politechnika Częstochowska, Poland

• https://orcid.org/0000-0002-3590-3969

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