Results 11 to 20 of about 7,062 (246)
“Being” with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love
Journal of Retailing and Consumer ServicesThis 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.
Michela Patrizi, Maria Vernuccio
exaly +3 more sources
Consumer Anthropomorphism and Happiness: Analysis of the Brand Authenticity Effect [PDF]
مدیریت بازرگانی, 2023 Objective The human mind, with the help of anthropomorphism, makes every unknown thing that it knows less like the most familiar thing that it knows the most, i.e. a human being (himself).
Mehdi Khademi Gerashi +1 more
doaj +1 more source
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 ...
null Qamar-un-Nisa, null Mehr-un-Nisa
openaire +1 more source
BRAND LOVE AMONG FEMALE CONSUMERS FOR FASHION CLOTHING
International Journal of Management Studies, 2020 The purpose of this study is to investigate the association of brand anthropomorphism with anticipated separation distress through mediation of brand love among female consumers for fashion clothing brands.
Amer Rajput +2 more
doaj +1 more source
Anthropomorphizing brands: The role of attributed brand traits in interactive CSR communication and consumer online endorsements [PDF]
Journal of Consumer Behaviour, 2019 AbstractConsumers tend to relate to brands in similar ways as they relate to individuals and groups. However, relatively little is known about the attribution of human traits to brands in online contexts. The current research focused on the role of attributed brand traits in interactive corporate social responsibility (CSR) communication and positive ...
Anne‐Marie van Prooijen, Jos Bartels
openaire +1 more source
CAAI Transactions on Intelligence Technology, EarlyView., 2023 Abstract This research focuses on addressing the privacy issues in healthcare advancement monitoring with the rapid establishment of the decentralised communication system in the Internet of Medical Things (IoMT). An integrated blockchain homomorphic encryption standard with an in‐build supervised learning‐based smart contract is designed to improvise ...
Chandramohan Dhasarathan +7 more
wiley +1 more source
D.H. Lawrence and the Poetry of Humanimality
Études Lawrenciennes, 2021 If Lawrence called for a poetry of the present that surpasses “finished crystallisation” (CP 182), the advent of such poetry was for him a way to deconstruct anything “fixed, set, static” (ibid.) like the preconceived world-view of anthropomorphism he ...
Mélanie Lebreton
doaj +1 more source
Big Data Technology Fusion Back Propagation Neural Network in Product Innovation Design Method
IET Networks, Accepted Article., 2022 This research uses big data technology to combine the process of product innovation design method, which has certain significance for the formation of intelligent and systematic product innovation design method. Meanwhile, while predicting the results of all products innovative design methods, it can improve the product's predictive innovative design ...
Ren Li, Qiang Zeng
wiley +1 more source
Brand Love and Brand Forgiveness: An Empirical Study in Turkey
Journal of Marketing and Consumer Behaviour in Emerging Markets, 2022 Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the ...
Merve Yanar Gürce, Petek Tosun
doaj +1 more source
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
openaire +1 more source