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Show Me Competence or Make Me Feel Warm: The Impact of Green Brand Anthropomorphism on Consumers’ Purchasing Intentions [PDF]

Behavioral Sciences
Green 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, Haoyuan Chang, Jin Ma, Kai Chen   +3 more
doaj   +2 more sources

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, Tingting Li, Jingdan Feng, Qin Zhang   +3 more
doaj   +2 more sources

Does brand anthropomorphism and brand intimacy matter to assess consumers’ engagement successfully?

Cogent Business and 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
exaly   +3 more sources

Seeing brands as humans: Development and validation of a brand anthropomorphism scale [PDF]

International Journal of Research in Marketing, 2020
Abstract Brand anthropomorphism is recognised as an important construct in marketing, yet it lacks clarity in operationalisation and valid measurement. The objective of this research, therefore, is to develop and validate the brand anthropomorphism scale (BASC).
Artyom Golossenko, Kishore Gopalakrishna Pillai, Lukman Aroean   +2 more
exaly   +3 more sources

The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator [PDF]

Behavioral Sciences
As an important tool for brand promotion and marketing, the status of virtual streamers is gradually improving, especially in the Chinese market with a huge Internet user base.
Chunyu Li, Fei Huang
doaj   +2 more sources

An examination of dispositional social needs, agent knowledge, and two dimensions of product anthropomorphism: A serial mediation model [PDF]

Frontiers in Psychology, 2022
Thriving attention has been paid to the process and concept of anthropomorphism in marketing literature, as the concept is considered to be a precursor of positive marketing outcomes.
Sehar Sohail, Amber Sajjad, Sohail Zafar
doaj   +2 more sources

Anthropomorphism in artificial intelligence: a game-changer for brand marketing

Future Business Journal
The 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, João M. Lopes, Elisabete Nogueira   +2 more
doaj   +4 more sources

The role of brand anthropomorphism in building brand attachment: The experiment research on beverage brands

Ho Chi Minh City Open University Journal of Science - Economics and Business Administration
The 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, Trang Thanh Bui, An Quang Ha   +2 more
doaj   +2 more sources

Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism

Journal of Consumer Research, 2018
Abstract Although past research has shown that anthropomorphism enhances consumers’ attraction to a brand when social-connectedness or effectance motives are active, the current research demonstrates that anthropomorphizing a brand becomes a detrimental marketing strategy when consumers’ distinctiveness motives are salient.
Marina Puzakova, Pankaj Aggarwal, Eileen Fischer   +2 more
exaly   +2 more sources

Humanizing generative AI Brands: How brand anthropomorphism converts customers into brand heroes

Computers in Human Behavior Reports
The 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
doaj   +2 more sources