Results 211 to 220 of about 7,062 (246)

Brand Anthropomorphism

2018
This chapter addresses brand anthropomorphism, in particular how sports mascots can be utilized on social media to increase emotional connectivity with fans and their affiliated teams. The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication ...
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Corporate Ethical Branding on YouTube: CSR Communication Strategies and Brand Anthropomorphism

Journal of Interactive Advertising, 2017
Even as ethical branding gains increasing prominence, the effectiveness of specific communication and branding strategies remains somewhat unexplored.
Jing (Taylor) Wen, Baobao Song
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Recapitulation of brand anthropomorphism: An innovating marketing strategy

The Marketing Review, 2020
The aim of this paper is to explain anthropomorphic marketing by illustrating the factors associated with the sociality motivation , effectance motivation, and elicited agent knowledge model (SEEK). This model was designed to explain anthropomorphic tendencies of a brand, as we do not know much about why people view non-human entities as human-like ...
Shivani Agrawal, Naval Bajpai, Utkal Khandelwal   +2 more
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Whether and How Does Brand Anthropomorphism Impact on Brand Hate?

2022
Brand anthropomorphism can be analyzed from two different perspectives, that of the company that uses it as a marketing communication tool and that of consumers, who turn to the brand as having human characteristics to express their feelings in a strong, direct and explicit way. The brand anthropomorphism phenomenon has been investigated in relation to
Brandao Amélia, Popoli Paolo
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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.
He Mingming, Li Shanshan
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Advancing brand anthropomorphism

Although brand anthropomorphism has been present in branding literature for nearly two decades, it remains conceptually fluid and in need of further theoretical and empirical development. Ongoing ambiguities around its definition, application, and implications highlight the need for greater clarity.
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Moral Identity and Brand Anthropomorphism

2017
This research investigates the relationship between consumers’ moral identity and their preference for anthropomorphized brands. In three studies, we find that higher moral identity is consistently associated with greater preference for anthropomorphized (vs. nonanthropomorphized) brands.
Levy, E, Kim, S, Reed II, A
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Can brand anthropomorphism trigger emotional brand attachment?

The Service Industries Journal, 2021
Jianfeng Ma, Hongwei Tu, Xing Zhou, Wanjie Niu   +3 more
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Navigating brand activism: the role of brand betrayal and brand anthropomorphism in influencing consumer backlash

Journal of Product & Brand Management
Purpose Brand activism can elicit backlash among consumers with opposing political views. The purpose of this study is twofold: (1) to understand the mechanism underlying negative consumer responses to brand activism; and (2) to identify strategies for mitigating this potential outrage.
Gema Vinuales, Daniel Sheinin
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Can brand anthropomorphism trigger emotional brand attachment?

Service Industries Journal, 2023
Xing Zhou, Wanjie Niu
exaly