The advent of artificial intelligence in customer brand identification – A marketing tool to brand extension
Sambath Subramanians.sambath1984@gmail.comPG & Research Department of Commerce(Affiliated to Annamalai University)St. Joseph’s College of Arts & Science (Autonomous)Cuddalore, Tamil Nadu, IndiaView full profile → , Albert Ravi Arulappanalbertssjc@gmail.comPG & Research Department of Commerce(Affiliated to Annamalai University)St. Joseph’s College of Arts & Science (Autonomous)Cuddalore, Tamil Nadu, IndiaView full profile → , Arul Prasad Purushothamanmeetapsjc@gmail.comPG & Research Department of Commerce(Affiliated to Annamalai University)St. Joseph’s College of Arts & Science (Autonomous)Cuddalore, Tamil Nadu, IndiaView full profile → , *Rajkumar RamachandranCorresponding author09rajkumarr@gmail.comPG & Research Department of Commerce(Affiliated to Annamalai University)St. Joseph’s College of Arts & Science (Autonomous)Cuddalore, Tamil Nadu, IndiaView full profile →
* Corresponding author · click or hover a name for details
- Received:
- 03 Dec 2024
- Published Online:
- 05 Jan 2026
- Article type:
- Research Article
- Language:
- EN
- Article no.:
- JIOS-2136
- Pages:
- 327–336
Abstract
Keywords
Subject Classifications
References
[1] GlobeNewswire, “AI in Marketing Market Projections Point to USD 214 Billion Valuation by 2033 Riding on a Strong 26.77% CAGR,” GlobeNewswire, Feb. 21 (2024). [Online]. Available: https://www.globenewswire.com/news-release/2024/02/21/2832645/0/en/AI-In-Marketing-Market-Projections-Point-to-USD-214-billion-Valuation-by-2033-Riding-on-a-Strong-26-77-CAGR.html
[2] A. Lilly, R. Rajkumar, and R. Amudha, “Aggrandizing the human resource development with underpinning artificial intelligence,” Journal of Statistics and Management Systems, vol. 25, no. 5, pp. 1083–1094 (2022), doi: 10.1080/09720510.2022.2040859.
[3] A. Lilly, R. Rajkumar, J. Vinoth Kumar, and J. Lydia, “Appendage of artificial intelligence in the sphere of refurbishing human capital management,” Journal of Statistics and Management Systems, vol. 26, no. 4, pp. 975–986 (2023), doi: 10.47974/JSMS-1115.
[4] A. Lilly, R. Rajkumar, J. Vinoth Kumar, and J. Lydia, “Prominence of artificial intelligence-upholding customer loyalty via customer relationship management,” Journal of Information and Optimization Sciences, vol. 45, no. 8, pp. 2129–2140 (2024), doi: 10.47974/JIOS-1767.
[5] L. J. Chaarlas and R. Rajkumar, “Quantifying the level of awareness on brand extension using index as the tool,” International Journal of Recent Technology and Engineering (IJRTE), vol. 8, no. 2S6, pp. 667–687 (2019).
[6] S. Makosa, Brand Management Driven by Artificial Intelligence (2024). [Online]. Available: http://hdl.handle.net/10579/26145
[7] N. Kogila, R. Rajkumar, S. Rajesh, and S. Vennila, “A novel approach of e-commerce for sales prediction using hybrid ABC and AdaBoost approach,” in Proc. 2024 Int. Conf. Electronics, Computing, Communication and Control Technology (ICECCC), pp. 979–88–3503–7180–2, (2024), doi: 10.1109/ICECCC61767.2024.10593970.
[8] R. Rajkumar, N. Kogila, S. Rajesh, and A. Rucksar Begum, “Intelligent system for fraud detection in online banking using improved particle swarm optimization and support vector machine,” in Proc. 8th Int. Conf. Communication and Electronics Systems (ICCES), pp. 644–649 (2023), doi: 10.1109/ICCES57224.2023.10192690.
[9] R. Rajkumar, N. Kogila, and C. Srinivasan, “The supremacy of artificial intelligence in moulding entrepreneurship in technological era,” South India Journal of Social Sciences, vol. XXI, no. 28, pp. 153–156 (Jan.–Jun. 2023).
[10] A. R. Rucksar Begum, R. Rajkumar, and R. Amudha, “Transformation Aeon: Artificial intelligence powered banking,” Indian Journal of Computer Science, vol. 6, no. 3–4, pp. 27–34 (2021), doi: 10.17010/ijcs/2021/v6/i3-4/165409.
[11] A. R. Rucksar Begum, R. Amudha, and R. Raj Kumar, “A slant of employee engagement: Drivers that augment work involvement and foster discretionary work efforts,” Natural Volatiles & Essential Oils, vol. 8, no. 4, pp. 14811–14822 (2021).
[12] S. Sekarini and S. Selvabaskar, “AI-powered branding: Enhancing consumer experience in emerging markets,” in Integrating AI-Driven Technologies into Service Marketing, IGI Global, pp. 19–48 (2024).
[13] M. F. Shahzad, S. Xu, X. An, and I. Javed, “Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth,” Journal of Retailing and Consumer Services, vol. 79, pp. 103867 (2024).
[14] M. Shokri and A. Alavi, “The relationship between consumer-brand identification and brand extension,” Journal of Relationship Marketing, vol. 18, no. 2, pp. 124–145 (2019).
[15] K. Srivastava and N. K. Sharma, “Consumer attitude towards brand-extension incongruity: The moderating role of need for cognition and need for change,” Journal of Marketing Management, vol. 28, no. 5–6, pp. 652–675 (2012).
[16] T. Porkodi, R. Rajkumar, and M. Senthil Raja, “An automatic ATM card fraud detection using advanced security model based on AOA-CNN-XGBoost approach,” in Proc. 2024 Int. Conf. Electronics, Computing, Communication and Control Technology (ICECCC) (2024), doi: 10.1109/ICECCC61767.2024.10593851.
[17] J. Yoo, “Can consumer engagement on social media affect brand extension success? The case of luxury fashion brands and restaurants,” Journal of Retailing and Consumer Services, vol. 79, pp. 103885 (2024).
