Impact of the Perceived Uniqueness in AI-Generated Fashion Stores on Brand Attitude Change: Mediating Role of Consumer Affective Responses

This study examined the perceived uniqueness of AI-generated fashion stores on brand attitude change serially mediated by the consumers’ affective responses. The participants viewed seven surreal images of Nike stores created by generative AI. The key variables included perceived uniqueness, pleasure, brand liking, and brand attitude change, measured as the difference between evaluations before and after image exposure. The data from 181 participants were analyzed using exploratory factor analysis, reliability analysis, and Hayes’s PROCESS macro (Model 6). The results showed that the perceived uniqueness indirectly influenced brand attitude change through sequential mediation involving pleasure and brand liking. Neither the direct effect nor the single mediation paths were significant, highlighting the importance of the emotional sequence. These findings suggest that the consumers’ perception of uniqueness in AI-generated, fantastical visuals evokes emotional pleasure, which strengthens the emotional attachment to the brand and leads to more favorable brand attitudes. This indicates the role of emotional engagement in shaping the consumer responses to AI-driven retail experiences. Regardless of real-world feasibility, such content can serve as a powerful catalyst for enhancing the brand image and consumer connection, positioning generative AI as a strategic creative asset in future fashion retail.