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However, organizations often struggle to ensure that these agents consistently express their brand identity. While prior research highlights the importance of conversational design for brand identity, existing studies offer a fragmented understanding of how brand identity manifests in ECAs. This study presents a systematic review (n\u2009=\u200969) to consolidate current insights into the relationship between ECA design and brand identity. The review identifies key design cues that support alignment between conversational style and brand expression and explains how these cues, shaped by user and contextual factors, influence perceptions of both the ECA and the brand. 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