Results 201 to 210 of about 7,062 (246)

Reverse (brand) anthropomorphism: the case of brand hitlerization

Journal of Consumer Marketing, 2020
Purpose Although marketer-generated brand anthropomorphism impacts on positive company returns is studied broadly, consumer-generated brand anthropomorphisms that focus on demonizing and hitlerizing brands is not extensively studied. This study aims to examine these consumer interpretations of the evil, its symbols and personifications of brands as ...
S Umit Kucuk
exaly   +3 more sources

Building a human brand: Brand anthropomorphism unravelled

Business Horizons, 2018
Abstract Brand anthropomorphism has been found to enhance the ability of consumers to recognize the inherent value of brands. However, there is limited knowledge among practitioners on how to build a brand with humanlike characteristics. After a literature review of brand anthropomorphism in general and the theory of warmth and competence in ...
Russell Abratt
exaly   +3 more sources

Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty

Journal of Brand Management, 2015
In this research, we conceptualized brand anthropomorphism as a property of branded products in regards to the extent to which these objects are perceived as if they were actual human beings. Then, we developed a scale of brand anthropomorphism that captures the multidimensional nature of the construct.
Gianluigi Guido, Alessandro M Peluso
exaly   +3 more sources

You’re so lovable: Anthropomorphism and brand love

Journal of Brand Management, 2014
Brand love has been found to predict brand loyalty measures better than conventional attitude models that rely on the brand’s perceived quality. Hence, marketers are interested in factors that lead to brand love. This study investigates the influence of anthropomorphism on brand love in the context of defensive marketing.
Philipp A Rauschnabel
exaly   +2 more sources

The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context

Journal of Brand Management, 2022
The widespread use of voice assistants (VAs) is leading consumers to attribute social presence (i.e. human characteristics) to these interfaces. Considering name-brand VAs (NBVAs), the medium through which users interact with the brand name and brand voice, the emergence of perceptions of brands as human entities may also be hypothesised. Consequently,
Vernuccio, Maria, Patrizi, Michela, Seric, Maja, Pastore, Alberto   +3 more
openaire   +2 more sources

Brand Anthropomorphism

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
openaire   +2 more sources

The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands

Journal of Creative Communications, 2021
This article aims to examine the effect of brand anthropomorphism determinants on the chance of increasing customers’ loving behaviour for the hypermarket brand. For this purpose, the five determinants (brand design, product attributes, brand personification, brand self-congruity [BSC] and brand advertisements) of brand anthropomorphism are explored ...
Deependra Singh, Naval Bajpai, Kushagra Kulshreshtha   +2 more
openaire   +1 more source

Brand Anthropomorphism and Brand Voice: The Role of the Name-Brand Voice Assistant

2020
The name-brand voice assistant (NBVA), allowing the brand to dialogue directly with consumers by its brand name and its brand voice, could theoretically activate the brand anthropomorphism perception in the consumer’s mind. Despite the growing use of NBVAs and the theoretical possibility to recognise important branding implications, the role that ...
Maria Vernuccio, Michela Patrizi, Alberto Pastore   +2 more
openaire   +1 more source

The effect of brand anthropomorphism, brand distinctiveness, and warmth on brand attitude: A mediated moderation model

Journal of Consumer Behaviour, 2020
AbstractBrand anthropomorphism is one of the most widely used marketing strategies, and numerous studies have confirmed the positive effect of anthropomorphism on consumers' brand attitude. However, anthropomorphism does not always produce positive effects in particular conditions.
Mengwei Zhang, Li Li, Yujian Ye, Ke Qin, Jianan Zhong   +4 more
openaire   +1 more source

If This Brand Were a Person, or Anthropomorphism of Brands Through Packaging Stories

Journal of Global Academy of Marketing Science, 2010
Abstract The anthropomorphism of brands, defined as seeing human beings in brands (Puzakova, Kwak, and Rosereto, 2008) is the focus of this study. Specifically, the research objective is to understand the ways in which brands are rendered humanlike. By analyzing consumer readings of stories found on food product packages we intend to show how marketers
Maria Kniazeva, Russell W. Belk
openaire   +1 more source