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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.
Q. Li
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Consumer Anthropomorphism and Happiness: Analysis of the Brand Authenticity Effect [PDF]
مدیریت بازرگانی, 2023 Objective The human mind, with the help of anthropomorphism, makes every unknown thing that it knows less like the most familiar thing that it knows the most, i.e. a human being (himself).
Mehdi Khademi Gerashi +1 more
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BRAND LOVE AMONG FEMALE CONSUMERS FOR FASHION CLOTHING
International Journal of Management Studies, 2020 The purpose of this study is to investigate the association of brand anthropomorphism with anticipated separation distress through mediation of brand love among female consumers for fashion clothing brands.
Amer Rajput +2 more
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Anthropomorphizing brands: The role of attributed brand traits in interactive CSR communication and consumer online endorsements [PDF]
Journal of Consumer Behaviour, 2019 AbstractConsumers tend to relate to brands in similar ways as they relate to individuals and groups. However, relatively little is known about the attribution of human traits to brands in online contexts. The current research focused on the role of attributed brand traits in interactive corporate social responsibility (CSR) communication and positive ...
Anne‐Marie van Prooijen, Jos Bartels
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D.H. Lawrence and the Poetry of Humanimality
Études Lawrenciennes, 2021 If Lawrence called for a poetry of the present that surpasses “finished crystallisation” (CP 182), the advent of such poetry was for him a way to deconstruct anything “fixed, set, static” (ibid.) like the preconceived world-view of anthropomorphism he ...
Mélanie Lebreton
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Brand Love and Brand Forgiveness: An Empirical Study in Turkey
Journal of Marketing and Consumer Behaviour in Emerging Markets, 2022 Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the ...
Merve Yanar Gürce, Petek Tosun
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The interplay between SME owner-managers and the brand-as-a-person [PDF]
, 2019 Purpose – The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-tomedium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to ...
Cambra Fierro, Jesús +4 more
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Impact of Baijiu brand anthropomorphism on consumer purchase intentions [PDF]
Zhongguo niangzaoTaking Baijiu enterprises as the research objects, a relational model was constructed with brand anthropomorphism as the independent variable, psychological distance as the mediating variable, and purchase intention as the dependent variable based on ...
TONG Jun, DAI Mingxiang, WANG Kai
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CAAI Transactions on Intelligence Technology, EarlyView., 2023 Abstract This research focuses on addressing the privacy issues in healthcare advancement monitoring with the rapid establishment of the decentralised communication system in the Internet of Medical Things (IoMT). An integrated blockchain homomorphic encryption standard with an in‐build supervised learning‐based smart contract is designed to improvise ...
Chandramohan Dhasarathan +7 more
wiley +1 more source
Big Data Technology Fusion Back Propagation Neural Network in Product Innovation Design Method
IET Networks, Accepted Article., 2022 This research uses big data technology to combine the process of product innovation design method, which has certain significance for the formation of intelligent and systematic product innovation design method. Meanwhile, while predicting the results of all products innovative design methods, it can improve the product's predictive innovative design ...
Ren Li, Qiang Zeng
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