Investigating Perceptions of Brand Personality and Consumer Reactions in the Automotive Industry by ChatGPT

This research explores brand personality perceptions in relationship with the generative AI platform ChatGPT. The initial phase of the research is to confirm whether ChatGPT manifests distinct brand perceptions and to comprehend how the brand perceptions are shaped. Once ChatGPT is shown to form brand perceptions, these perceptions are presented to consumers in the form of brand statements. The second phase of the research is to analyze the effects on consumers when informed that these statements are generated by ChatGPT compared to traditional search engines. This research is developed within the context of the automotive industry, with a specific focus on fourteen automotive brands listed in Interbrand's 100 Best Global Brands of 2022. Brand perceptions generated by ChatGPT are investigated employing a semi-structured approach, where direct queries are posed to ChatGPT to gain insights into its processing of brand perceptions. To analyze and evaluate ChatGPT responses, Aaker's (1997) well-established framework of brand personality, encompassing five dimensions, is applied. The effects on consumers are examined using an experimental design with participants divided into two group. Both groups are presented with identical brand statements from three automotive brands. The only difference is that participants will be told that the statements are derived from ChatGPT or a traditional search engine. The study will conclude with in-depth interviews to the participants. The study's significance lies in understanding how ChatGPT interprets and presents brand perceptions, considering the potential influence this AI platform may have on shaping consumer attitudes, particularly while it evolves into a search engine. As consumers increasingly rely on ChatGPT for product evaluations and post-purchase interactions with brands, the platform offers valuable insights into brand personality when prompted, facilitating the rating of different brand personality dimensions.