Results 231 to 240 of about 7,145 (266)
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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 +4 more
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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 +4 more
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Whether and How Does Brand Anthropomorphism Impact on Brand Hate?
2022Brand 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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Can brand anthropomorphism trigger emotional brand attachment?
The Service Industries Journal, 2021Jianfeng Ma +3 more
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Journal of Consumer Research, 2012
This research examines automatic behavioral effects of priming brands that are anthropomorphized. It posits that anthropomorphized brands trigger people’s goals for a successful social interaction, resulting in behavior that is assimilative or contrastive to the brand’s image.
Pankaj Aggarwal, Ann L. Mcgill
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This research examines automatic behavioral effects of priming brands that are anthropomorphized. It posits that anthropomorphized brands trigger people’s goals for a successful social interaction, resulting in behavior that is assimilative or contrastive to the brand’s image.
Pankaj Aggarwal, Ann L. Mcgill
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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.openaire +1 more source
Moral Identity and Brand Anthropomorphism
2017This 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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Integrative oncology: Addressing the global challenges of cancer prevention and treatment
Ca-A Cancer Journal for Clinicians, 2022Jun J Mao,, Msce +2 more
exaly
Anthropomorphism and consumer-brand relationships
2015Mandeep Kaur Ghuman +3 more
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Building Anthropomorphic Brands: Big Success of Chhota Bheem
FIIB Business Review, 2017Swati Soni, Sheenu Jain
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