Concepedia

Michela Patrizi

MP

7

Publications

185

Citations

7

H-Index

2020

Active since

Affiliations

Sapienza University of Rome(Current)

Universitat de València

Michela Patrizi is an author at Sapienza University of Rome specializing in brand equity, brand awareness, and management.

Top concepts

VoiceHealthMarketingManagementAdvertisingBrand EquityBrand AwarenessConsumer ResearchBrandingBusiness

Publications per year

2020–2024

7

Publications

7

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

Michela Patrizi, Maja Šerić, Maria Vernuccio · Journal of Retailing and Consumer Services · 2023 · 49 citations · Full text

Delving into brand anthropomorphisation strategies in the experiential context of name‐brand voice assistants

Maria Vernuccio, Michela Patrizi, Alberto Pastore · Journal of Consumer Behaviour · 2021 · 43 citations · Full text

Digital Marketing, Consumer Research, Brand Strategy +24

Developing voice-based branding: insights from the Mercedes case

Maria Vernuccio, Michela Patrizi, Alberto Pastore · Journal of Product & Brand Management · 2020 · 27 citations

Customer Experience, Digital Marketing, Brand Strategy +26

“Being” with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love

Maria Vernuccio, Sara Boccalini, Michela Patrizi · Journal of Retailing and Consumer Services · 2024 · 22 citations · Full text

“Hey, voice assistant!” How do users perceive you? An exploratory study

Michela Patrizi, Maria Vernuccio, Alberto Pastore · Sinergie Italian Journal of Management · 2021 · 20 citations · Full text

Rows per page

1–5 of 7