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Artificial Empathy and Brand Anthropomorphism: An Advertising Experiment
International Journal of Research and Innovation in Social ScienceThis study aims to examine a specific consumer – brand relationship. Seizing the originality of incorporating an empathic speech in brand, the research seeks to investigate how consumers perceive empathetic advertising and its influence on their tendency to anthropomorphize the advertised brand.
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Warmth or competence: Brand anthropomorphism, social exclusion, and advertisement effectiveness
Journal of Retailing and Consumer Services, 2022Haiying Wei +2 more
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The Impact of Brand Anthropomorphism on Consumers Perceived Brand Warmth and Purchase Intention
Advances in Economics, Management and Political SciencesToday, many brands try to act like people in packages, ads, and chat. This paper concludes other studies about brand anthropomorphism and consumers perceived brand. Other paper also focuses on the impact between brand anthropomorphism and consumers perceived brand. In this paper, there are two experiments.
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Brand anthropomorphism, love and defense: does attitude towards social distancing matter?
Service Industries Journal, 2021Faizan Ali, Seden Dogan, Muslim Amin
exaly
Anthropomorphism and consumer-brand relationships
2015Mandeep Kaur Ghuman +3 more
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