MICHELA PATRIZI

Dottoressa di ricerca

ciclo: XXXIV

Titolo della tesi: Branding innovation: brand voice and brand anthropomorphism in the voice assistants experiential context

The growing consumer adoption of voice-activated artificial intelligence (AI) technologies is stimulating the rise of a new line of research in the field of marketing, aimed at analysing the academic implications related to interactions with voice assistants (VAs). The early studies carried out in this innovative experiential context have begun to focus on technology providers’ VAs (e.g., Alexa-Amazon, Cortana-Microsoft, Siri-Apple), highlighting the possibility to achieve relevant cognitive, attitudinal and behavioural outcomes (i.e., VA trust; VA attitude; VA engagement). Furthermore, the spread of so-called name-brand voice assistants (NBVAs) – voice assistants developed in-house by companies/brands (e.g., Google LLC, Mercedes-Benz), which speak with a specific voice and are activated by the user by pronouncing the brand name (e.g., "Hey, Google", “Hey, Mercedes!”) – can open interesting opportunities in terms of branding innovation. From a conceptual point of view, NBVAs could help achieve the brand's conquest of the “agent”' role, i.e., a human entity to which consumers can dialogue. Given the paucity of conceptual and empirical contributions on this topic, this dissertation intends to start filling this gap, focusing on the peculiar name-brand voice assistants context, first adopting the managerial perspective (essay 1 and essay 2) and then the consumer's point of view (essay 3). Following both qualitative and quantitative approaches, the results of the three studies reveal original branding implications, i.e., brand voice, brand experience, customer brand engagement, brand anthropomorphisation strategies and brand anthropomorphism. In light of the positioning of this dissertation that combines the nascent stream on VAs with the branding literature, the findings contribute to advancing knowledge in both fields while offering useful managerial implications.

Produzione scientifica

11573/1687517 - 2023 - Exploring young adults’ unwillingness to adopt COVID-19 contact tracing apps. A mixed-method study

Barbarossa, Camilla; Patrizi, Michela; Vernuccio, Maria; Di Poce, Maria Carmen - 01a Articolo in rivista

rivista: SINERGIE (-Verona Italy: Cueim Comunicazione Srl) pp. 271-293 - issn: 0393-5108 - wos: (0) - scopus: 2-s2.0-85176399325 (0)

11573/1686106 - 2023 - The resistance toward COVID-19 contact tracing apps. A study of psychological reactance among young adults in Italy

Barbarossa, Camilla; Patrizi, Michela; Vernuccio, Maria; Di Poce, Maria Carmen; Pastore, Alberto - 01a Articolo in rivista

rivista: HEALTH POLICY (Elsevier Science Ireland Limited:PO Box 85, Limerick Ireland:011 353 61 709600, 011 353 61 61944, EMAIL: usinfo-f@elsevier.com, INTERNET: http://www.elsevier.com, Fax: 011 353 61 709114) pp. - - issn: 0168-8510 - wos: WOS:001052746800001 (0) - scopus: 2-s2.0-85166982736 (0)

11573/1683064 - 2023 - Competenze soft. Il gap da colmare per inserire i neolaureati nel mondo del lavoro

Pastore, Alberto; Scrimieri, Chiara; Patrizi, Michela - 01a Articolo in rivista

rivista: SVILUPPO & ORGANIZZAZIONE (Milano : E.S.T.E-Edizioni Scientifiche Tecniche Europee) pp. 46-52 - issn: 0391-7045 - wos: (0) - scopus: (0)

11573/1684977 - 2023 - SOS soft skills. Come migliorare il capitale umano di domani

Pastore, Alberto; Scrimieri, Chiara; Patrizi, Michela - 02a Capitolo o Articolo

libro: Strategie e governo dell'impresa. Scritti in onore di Pietro Genco - (979-12-211-0401-1)

11573/1695362 - 2023 - Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts

Patrizi, Michela; Seric, Maja; Vernuccio, Maria - 01a Articolo in rivista

rivista: JOURNAL OF RETAILING AND CONSUMER SERVICES (Butterworth Heinemann Publishers:Linacre House Jordan Hill, Oxford OX2 8DP United Kingdom:011 44 1865 314569, EMAIL: bhmarketing@repp.co.uk, INTERNET: http://www.laxtonsprices.co.uk, Fax: 011 44 1865 314569) pp. - - issn: 0969-6989 - wos: WOS:001133621700001 (0) - scopus: 2-s2.0-85179073814 (2)

11573/1685111 - 2023 - How does Generation Z relate to brands through vocal dialogue? Four-types relationships in the field of voice assistants

Patrizi, Michela; Vernuccio, Maria - 01a Articolo in rivista

rivista: MICRO & MACRO MARKETING (Bologna Italy: Societa Editrice il Mulino Spa) pp. 255-279 - issn: 1121-4228 - wos: (0) - scopus: (0)

11573/1679957 - 2023 - Deepening branding opportunities in VR-based metaverses. A qualitative study

Vernuccio, Maria; Boccalini, Sara; Patrizi, Michela; Pastore, Alberto - 02a Capitolo o Articolo

libro: Advances in digital marketing and ecommerce. Fourth international conference, 2023. - (978-3-031-31835-1)

11573/1689244 - 2023 - Virtual reality engagement ed esperienza di marca nel metaverso

Vernuccio, Maria; Boccalini, Sara; Patrizi, Michela; Pastore, Alberto - 04b Atto di convegno in volume

congresso: Sinergie SIMA Conference, Rediscovering local roots and interactions in management (Bari, Italy)

libro: Rediscovering local roots and interactions in management - (9788894713633)

11573/1578889 - 2023 - Delving into brand anthropomorphisation strategies in the experiential context of name-brand voice assistants

Vernuccio, Maria; Patrizi, Michela; Pastore, Alberto - 01a Articolo in rivista

rivista: JOURNAL OF CONSUMER BEHAVIOUR ([London] : Henry Stewart Publications, 2001-) pp. 1074-1083 - issn: 1479-1838 - wos: WOS:000691453000001 (14) - scopus: 2-s2.0-85113933823 (12)

11573/1663486 - 2023 - The perceptual antecedents of brand anthropomorphism in the name‑brand voice assistant context

Vernuccio, Maria; Patrizi, Michela; Seric, Maja; Pastore, Alberto - 01a Articolo in rivista

rivista: JOURNAL OF BRAND MANAGEMENT (-London : Henry Stewart, 1993- -Basingstoke : Palgrave Macmillan) pp. 302-317 - issn: 1350-231X - wos: WOS:000906335100001 (1) - scopus: 2-s2.0-85145164164 (1)

11573/1662799 - 2022 - Il “nuovo” Chief Marketing Officer: come evolve il ruolo nell’era della trasformazione digitale del marketing?

Ceccotti, Federica; Vernuccio, Maria; Patrizi, Michela - 04b Atto di convegno in volume

congresso: NEXT GENERATION MARKETING People, Planet, Place: cooperation & shared value for a new era of critical marketing (Salerno)

libro: NEXT GENERATION MARKETING People, Planet, Place: cooperation & shared value for a new era of critical marketing - (978-88-943918-8-6)

11573/1652995 - 2022 - Grom. La meraviglia del gelato, in Italia e nel mondo

Pastore, Alberto; Panza, Sara; Patrizi, Michela; Sandrone., Laura - 02a Capitolo o Articolo

libro: Marketing internazionale. Strategie, principi e applicazioni - (978-88-921-4068-4)

11573/1662717 - 2022 - Casi di marketing Vol. XVI. Quaderni del Master Universitario in Marketing Management

Patrizi, Michela - 06a Curatela

11573/1659659 - 2022 - Innovazione nel branding e assistenti vocali. Dare voce e umanità alla marca

Patrizi, Michela; Vernuccio, Maria - 03a Saggio, Trattato Scientifico

11573/1604113 - 2021 - The failure of COVID-19 contact tracing apps: A psychological reactance theoretical perspective

Barbarossa, Camilla; Patrizi, Michela; Vernuccio, Maria; Di Poce, Maria Carmen; Pastore, Alberto - 04b Atto di convegno in volume

congresso: EMAC Regional 2021 Conference (Warsaw, Poland)

libro: Proceedings of the European Marketing Academy - ()

11573/1562260 - 2021 - Facebook Insights

Patrizi, Michela - 02a Capitolo o Articolo

libro: Marketing. Il management orientato al mercato. - (9788836005123)

11573/1571292 - 2021 - La strategia di sviluppo di Disney

Patrizi, Michela; Militi, Alessandro - 02a Capitolo o Articolo

libro: Marketing. Il management orientato al mercato - (9788836005123)

11573/1507966 - 2021 - “Ok, Google!” are my data safe? The mediated effect of perceived privacy risk on brand trust

Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto - 04b Atto di convegno in volume

congresso: 20th International Marketing Trends Conference 2021 (Venice, Italy)

libro: Proceedings of 20th International Marketing Trends Conference 2021 Venice, ed. Jean-Claude Andreani and Umberto Collesei, Paris-Venice Marketing Trends Association - (978-2-490372-11-9)

11573/1548981 - 2021 - “Hey, voice assistant!” How do users perceive you? An exploratory study

Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto - 01a Articolo in rivista

rivista: SINERGIE (-Verona Italy: Cueim Comunicazione Srl) pp. 173-192 - issn: 0393-5108 - wos: (0) - scopus: 2-s2.0-85112737027 (5)

11573/1560010 - 2021 - Talking to Voice Assistants: Exploring Negative and Positive Users’ Perceptions

Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto - 02a Capitolo o Articolo

libro: Advances in Digital Marketing and eCommerce. Second International Conference, 2021 - (978-3-030-76519-4; 978-3-030-76520-0)

11573/1578881 - 2021 - Interacting with voice-based artificial intelligence technologies: user perceptions of the dark side and the bright side

Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto - 04d Abstract in atti di convegno

congresso: EMAC 2021 Annual Conference (ESIC Business & Marketing School, Madrid, Spain)

libro: Proceedings of the European Marketing Academy, 50th - ()

11573/1578886 - 2021 - Benefici e rischi nell’interazione con gli assistenti vocali. Un’indagine esplorativa in Italia

Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto - 04b Atto di convegno in volume

congresso: Sinergie-SIMA 2021 Conference. Leveraging intersections in management theory and practice. (University of Palermo)

libro: Leveraging intersections in management theory and practice. - (9788894393798)

11573/1463061 - 2021 - Developing voice-based branding: insights from the Mercedes case

Vernuccio, M.; Patrizi, M.; Pastore, A. - 01a Articolo in rivista

rivista: THE JOURNAL OF PRODUCT & BRAND MANAGEMENT (Emerald:60 62 Toller Lane, Bradford BD8 9BY United Kingdom:011 44 1274 777700, EMAIL: shalliday@emeraldinsight.com, INTERNET: http://www.emeraldinsight.com, Fax: 011 44 1274 785202) pp. 726-739 - issn: 1061-0421 - wos: WOS:000663798600006 (7) - scopus: 2-s2.0-85087609654 (13)

11573/1461951 - 2020 - Gli assistenti vocali agli occhi dei millennials: un’indagine esplorativa

Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto - 04b Atto di convegno in volume

congresso: The 2020 Sinergie – SIMA Conference (Pisa; Italy)

libro: Grand challenges: companies and universities working for a better society. - (9788894393767)

11573/1396071 - 2020 - Brand anthropomorphisation and brand voice: the role of the name-brand voice assistant

Vernuccio, Maria; Patrizi, Michela; Pastore, Alberto - 02a Capitolo o Articolo

libro: Advances in Digital Marketing and eCommerce - (978-3-030-47594-9)

11573/1322115 - 2019 - Artificial Intelligence and Brand Anthropomorphisation: the role of voice assistants

Vernuccio, Maria; Patrizi, Michela; Pastore, Alberto - 04b Atto di convegno in volume

congresso: 48th European marketing academy conference (Hamburg, Germany)

libro: 48th EMAC annual conference. Proceedings - (978-3-9821146-0-6)

11573/1329383 - 2019 - L’assistente vocale di marca: quali implicazioni per il branding? Evidenze dal caso Mercedes

Vernuccio, Maria; Patrizi, Michela; Pastore, Alberto - 04b Atto di convegno in volume

congresso: Sinergie-SIMA Management Conference 2019 (Roma)

libro: Management and sustainability: creating shared value in the digital era - (9788894393712)

11573/1188093 - 2018 - Evoluzione del brand tra antropomorfismo e intelligenza artificiale: il ruolo della voce

Vernuccio, Maria; Patrizi, Michela; Pastore, Alberto - 04b Atto di convegno in volume

congresso: Convegno annuale Società Italiana Marketing (Bari)

libro: I Percorsi identitari nel Marketing - (978-88-943918-2-4)

11573/1279254 - 2017 - Il percorso di rebranding e il nuovo logo TIM.

Patrizi, Michela - 02a Capitolo o Articolo

libro: Casi di Marketing. Vol. XIII. - (9788891753175)