Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression [PDF]
Frontiers in Psychology, 2020 This study uses an experimental comparison to analyze the effects of anthropomorphic strategies that use images with eyes (vs. those without eyes) on consumers’ willingness to buy green products, as well as the mechanism of action.
Zelin Tong +3 more
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Show Me Competence or Make Me Feel Warm: The Impact of Green Brand Anthropomorphism on Consumers’ Purchasing Intentions [PDF]
Behavioral SciencesGreen consumption is a key path to dealing with environmental problems and promoting sustainable development. Green brand anthropomorphism can build an emotional bond between green brands and consumers by giving brands human characteristics, providing a ...
Sinan Li +3 more
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Does brand anthropomorphism and brand intimacy matter to assess consumers’ engagement successfully? [PDF]
Cogent Business & Management, 2023 This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on the attachment between consumers and the Samsung electronic technology brand.
Thanh Nguyen Ngoc Dan, Phuc Ngo Trong
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Humanizing generative AI Brands: How brand anthropomorphism converts customers into brand heroes
Computers in Human Behavior ReportsThe recent surge in research on generative artificial intelligence (GenAI) can be attributed to the unparalleled success of ChatGPT. This success has fueled the development of new GenAI applications that are rapidly transforming the business landscape ...
Khalid Hussain
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Ho Chi Minh City Open University Journal of Science - Economics and Business AdministrationThe concept of anthropomorphism has been described as a psychological process in which people perceive inanimate agents as humanlike. In the branding context, this approach has been considered as an effective positioning strategy to enhance consumer ...
Nhi Pham Phuong Nguyen +2 more
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Anthropomorphism in artificial intelligence: a game-changer for brand marketing [PDF]
Future Business JournalThe expansion of brands adopting artificial intelligence services with human characteristics, such as chatbots, has revolutionized digital marketing strategies, transforming how companies reach and engage customers.
Sofia Gomes +2 more
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Impact of Brand Anthropomorphism on Brand Loyalty through Brand Personality
Human Nature Journal of Social Sciences, 2023 Study Objective: Brand anthropomorphism is a relatively new strategy which helps to build strong relationships between consumers and the brand Loyalty. This study aims to find out the impact of brand anthropomorphism on its dimensions (human body lineaments, human facial physiognomy, and self-brand congruity) and brand loyalty through the mediation of ...
Qamar-un-Nisa, Mehr‐un Nisa
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Humanizing Brands as Social Change in the Digital Age: How Anthropomorphism, Empathy, and Technological Empowerment Drive Hotel Brand Evangelism [PDF]
SocietiesThis study examines how digital technologies are reshaping customer–brand relationships and contributing to social change in the hospitality sector by humanizing brands in the digital age.
Hazem Ahmed Khairy, Wagih M. E. Salama
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A Review of Brand Anthropomorphism Marketing Research
BCP Business & Management, 2021 Brand anthropomorphism extends and develops the special relationship between consumers and brands by injecting human characteristics, motives, subjective intentions, behaviors and emotions into specific brands. Brand anthropomorphism, as a brand marketing strategy, plays a very important role in brand building and communication.
Xinyi Jin, Min Qian
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Humanizing brands through inclusive marketing: the role of social judgements and anthropomorphism in luxury and non-luxury branding [PDF]
Fashion and TextilesInclusive marketing, which emphasizes diversity and representation, has gained recognition in the fashion industry but remains underexplored in luxury brand marketing. This study investigates how inclusive marketing impacts social judgements of brands (i.
Jung Eun Lee, Jia Wu
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