Results 221 to 230 of about 7,145 (266)
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Building a human brand: Brand anthropomorphism unravelled
Business Horizons, 2018Abstract 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 ...
Bendixen, Michael T. +2 more
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Reverse (brand) anthropomorphism: the case of brand hitlerization
Journal of Consumer Marketing, 2020Purpose 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 ...
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Anthropomorphism and its implications for advertising hotel brands
Journal of Business Research, 2021Abstract Given increased branding competition in the hotel industry, it is imperative to explore the importance of marketing communications in generating desirable customer responses. Building on previous anthropomorphism research, two experiments in this research explore the role of anthropomorphism-based communications for hotel brands.
Seonjeong (Ally) Lee, Haemoon Oh
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Think versus feel: two dimensions of brand anthropomorphism
Journal of Product & Brand Management, 2020Purpose This paper aims to clarify an important nuance by proposing that people attribute human mind to brands on two distinct dimensions: think and feel. Design/methodology/approach Eight studies were conducted to first develop and validate the 14-item Brand Anthropomorphism Questionnaire, and then to investigate how the two subscales, think or ...
Rong Huang +3 more
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Recapitulation of brand anthropomorphism: An innovating marketing strategy
The Marketing Review, 2020The 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 +2 more
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You’re so lovable: Anthropomorphism and brand love
Journal of Brand Management, 2014Brand 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, Aaron C Ahuvia
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Corporate Ethical Branding on YouTube: CSR Communication Strategies and Brand Anthropomorphism
Journal of Interactive Advertising, 2017Even 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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Brand Anthropomorphism and Brand Voice: The Role of the Name-Brand Voice Assistant
2020The 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 +2 more
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The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands
Journal of Creative Communications, 2021This 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 +2 more
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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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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 ...
openaire +1 more source