Symmetrical and asymmetrical approaches to brand loyalty– The case of intelligent voice assistants
研究智能语音助手用户的内在需求、参与度、情感依恋与品牌忠诚之间的对称和非对称关系，采用结构方程模型和模糊集定性比较分析，发现心理需求、互动和情感纽带显著影响忠诚，且不同因素组合产生不同路径。
This study investigates symmetrical and asymmetrical relationships among intrinsic needs, consumer engagement, attachment, and brand loyalty in the case of intelligent voice assistants (IVAs). Conducted with IVA users in the United States, the research employs structural equation modelling (SEM) to examine direct, linear relationships and fuzzy-set qualitative comparative analysis (fsQCA) for exploring complex, non-linear relationships. The findings indicate that psychological needs, consumer interactions with IVAs, and emotional bonds significantly influence brand loyalty. Furthermore, the fsQCA method reveals that various combinations of these factors contribute to brand loyalty in distinct ways. This study advances the literature on consumer behaviour and branding by providing insights into both the symmetrical and asymmetrical antecedents of brand loyalty. The findings hold substantial implications for IVA manufacturers, marketers, and brand managers.