Results 11 to 20 of about 7,145 (266)

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

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

Brand Anthropomorphism

, 2013
Brand anthropomorphism is known to affect consumers' attitudes towards products. However, to date, research has treated anthropomorphized brand stimuli as unidimensional in both its design and effects. Here, we investigate two levels of brand anthropomorphism (i.e., implicit versus explicit) that generate different impacts on brand performance ...
Brooke M. Reavey, Trina Larsen Andras
openalex   +2 more sources

How Do Virtual Influencers Affect Consumer Brand Evangelism in the Metaverse? The Effects of Virtual Influencers’ Marketing Efforts, Perceived Coolness, and Anthropomorphism [PDF]

Journal of Theoretical and Applied Electronic Commerce Research
Modern commercial organizations have started to embrace the metaverse platform as a new channel for marketing their products and services. As prominent brand representatives, virtual influencers are responsible for strengthening consumer–brand ...
Maja Gulan, Yuanyue Feng, Gustave Florentin Nkoulou Mvondo, Ben Niu   +3 more
doaj   +3 more sources

Brand anthropomorphism : the literary lives of marketing mascots [PDF]

, 2015
There is no end to the brands that lend themselves to anthropomorphic comparison. As an area under researched, the ultimate aim of this thesis is to improve our understanding of the phenomenon of brand anthropomorphism via focusing on one of the most prominent tactics currently being used by industry – the use of marketing mascots. This research begins
Yusra Khogeer
openalex   +2 more sources

Cool, caring and communicating - the human touch: how car brands used social media anthropomorphism in pandemic times [PDF]

Rajagiri Management Journal
PurposeThis study aims to examine the influence of Brand Anthropomorphism on Conversational Value and Attitude Towards Communication (relevance) of Gen Y and Gen Z consumers in the context of the COVID-19 pandemic.
Rohit Tiwari, Tanuj Negi, Supriya Chouthoy   +2 more
doaj   +3 more sources

“Being” with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love

Journal of Retailing and Consumer Services
This study examines brand experience within a virtual reality-based (VR) metaverse by proposing a model to understand the influence of telepresence and brand avatar social presence (BASP) on brand anthropomorphism (BA) and the relationship between BA and brand love.
Maria Vernuccio, Sara Boccalini, Michela Patrizi   +2 more
openalex   +3 more sources

Brand Anthropomorphism: A Bibliometric Analysis

Contemporary Management Research
In recent years, the concept of anthropomorphism—attributing human qualities to non-human agents—has attracted considerable attention from academics and practitioners. Despite the growing number of studies, research on anthropomorphism in the branding context is relatively fragmented, with little effort to evaluate current trends or consolidate ...
Phuong Nhi Nguyen Pham, Quang-An Ha, Thanh Trang Bui   +2 more
openalex   +3 more sources

RESEARCH ON THE INFLUENCE MECHANISM OF BRAND ANTHROPOMORPHISM ON CONSUMER BRAND ATTACHMENT

The EUrASEANs: journal on global socio-economic dynamics
Paper enriches the theoretical research on brand personification, brand attachment, brand identity, and brand value consistency, provides marketing suggestions for brands on how to further stimulate consumers' brand attachment to the brand in specific practice.
Shanshan Li, He Mingming
openalex   +3 more sources

The Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers [PDF]

, 2022
Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism and self-brand congruity based on the review of Guido and Peluso\u27s conceptualization.
Iin Mayasari, Handrix C. Haryanto
openalex   +3 more sources