The Impact of Artificial Intelligence on Brand Name Change: Psychological Mechanisms and Purchase Intention

Abstract

This study investigates how the use of artificial intelligence (AI) in brand name change decisions shapes consumer responses. Drawing on perceived functional improvement, signaling theory, and resistance-to-change frameworks, the research proposes and tests a structural model linking AI presence, perceived functional improvement, brand trust, resistance to change, and purchase intention. Using PLS-SEM, findings show that AI presence significantly enhances perceived functional improvement, which strengthens brand trust and subsequently reduces consumer resistance. Lower resistance then increases purchase intention. The study highlights the strategic value of AI as both a decision-support tool and a credibility signal in rebranding processes, offering theoretical insights and practical implications for AI-enhanced brand management.