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This study seeks to examine the effects of perceived brand localness and foreignness on brand love via perceived brand coolness by incorporating the moderating impacts of local and global consumer identities on brand love while controlling the confounding effects of brand familiarity in the context of local and foreign digital retail banks.

This study collected 1,960 online responses (on local and foreign banks) from 980 consumers who often used local and foreign digital retail banking services. The analysis was performed on 1,766 responses through co-variance-based structural equation modeling.

This study discovered that perceived brand localness and foreignness were essential factors for driving brand love and perceived brand coolness toward local and foreign digital retail banks. However, perceived brand foreignness was a more effective driver than perceived brand localness. Importantly, perceived brand coolness emerged as a key mediator for shaping brand perceptions and love. Additionally, local and global consumer identities were effective moderators and brand familiarity was significant in enhancing brand love for local and foreign digital retail banks.

This study gives managers essential knowledge about crafting positioning, relationships and segmentation strategies to boost brand love and perceived coolness for local and foreign digital retail banks.

This novel study contributes new insights to the stimulus-organism-response and cultural identity theories by examining consumers’ brand perceptions and their impacts on consumer behavior in digital retail banking.

As innovative household products, social home robots have a significant impact on the interactive consumer experience. However, prior research on consumer intentions to use such robots has rarely considered the configuration perspective. The present study examines how consumers balance the key benefits and risks created by these robots and explores how key influential factors jointly influence usage intention from a configuration perspective.

We adopted a hybrid research design. In Study 1, a thematic analysis was conducted to derive a conceptual framework reflecting the interplay of key factors influencing usage intention. In Study 2, a fuzzy set qualitative comparative analysis (fsQCA) was applied to reveal how these factors jointly shape usage intention.

Equifinal configurations of antecedent conditions (i.e. emotional and instrumental support beliefs, concerns about informational and relational privacy risks, self-construal and anthropomorphic design) led to usage intention. Additionally, four distinct benefit-risk trade-off patterns emerged across individuals.

This study highlights the need to examine robot adoption in interactive marketing, particularly in the service domain. It has implications in the context of commercializing social home robots, emphasizing the potential of leveraging social home robots to enhance interactive consumer experiences and foster close connections with consumers.

We developed a neoconfigurational model to obtain a comprehensive understanding of social home robot acceptance in domestic settings, highlighting its implications for consumer–robot interactions and advancing research in interactive marketing.