Anthropomorphized vs objectified brands: which brand version is more loved?

Published on Nov 14, 2019in European journal of management
· DOI :10.1108/EJMBE-04-2019-0063
Elena Delgado-Ballester17
Estimated H-index: 17
,
Mariola Palazon10
Estimated H-index: 10
,
Jenny Peláez1
Estimated H-index: 1
Sources
Abstract
The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated separation distress.,A sample of 399 consumers provided information about a brand from a stated list of 16 brands of clothing.,Both anthropomorphism and consumers’ liking for the humanized brand have positive effects on specific components of brand love. The results confirm that brand anthropomorphism is only desirable when the humanized version of the brand is attractive for consumers.,A potential shortcoming is the qualitative technique employed to observe anthropomorphic thought. Collecting ratings of anthropomorphic and non-anthropomorphic traits could be viewed as a method more easily applied in market research surveys.,Managers have to control how consumers imagine the brand as a human entity because it affects brand love. For example, by tracking consumers’ opinions and traits of those people associated with the brand and brand user stereotypes can condition consumers’ imagination of the humanized brand.,Compared to the limited number of studies about the relationship between anthropomorphism and brand love, this study focuses on the effects of anthropomorphism as a process, and not as a personal trait, on brand love. It also relies on consumers’ imagination instead of brand personification strategies to stimulate anthropomorphism.
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#2Denni Arli (Griffith University)H-Index: 20
Last. Gavin Northey (University of Auckland)H-Index: 13
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Abstract The fourth industrial revolution is making possible augmented reality (AR), which has the potential, among other things, to alter profoundly the ways in which individuals purchase and consume goods. Yet despite significant growth in the AR industry, the impact of this technology on consumers and other stakeholders in the retail environment has been little explored. In particular, the influence of anthropomorphism on consumers’ perceptions of AR in the retail environment remains poorly u...
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#2Bernadett KolesH-Index: 11
Last. Rajibul HasanH-Index: 7
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Brand love has received increasing attention given its potential to enhance customer engagement, brand advocacy, commitment and loyalty. Despite its relevance, few studies explore brand love per se, and existing conceptualisations remain sporadic and fragmented. The purpose of the current paper is to critically assess available work on brand love, reviewing conceptualisations, measurements and key proximal constructs. Expanding upon and synthesising earlier work and conceptualisations, we develo...
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#1Marina Puzakova (Lehigh University)H-Index: 13
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#1Nilay Bıçakcıoğlu (Dokuz Eylül University)H-Index: 3
#2İlayda İpek (Dokuz Eylül University)H-Index: 9
Last. Gül Bayraktaroğlu (Dokuz Eylül University)H-Index: 4
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AbstractThe purpose of this study was to propose and test an integrative conceptual model which incorporates experience-based (i.e. brand experience) and non-experience-based (i.e. self-congruity) ...
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#1Cristela Maia Bairrada (UC: University of Coimbra)H-Index: 5
#2Filipe Coelho (UC: University of Coimbra)H-Index: 20
Last. Arnaldo Coelho (UC: University of Coimbra)H-Index: 16
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Brand love is associated with consumer behaviours that are key for organisational performance. However, research on the antecedents of brand love is sparse. The current research draws on the information processing model as well as on the experiential approaches to consumer behaviour to develop a model comprising a novel set of antecedents.,To test the research hypotheses, we resort to two samples, which implied the collection of usable 1,018 questionnaires. For hypotheses testing, we resort to s...
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#1Urška Tuškej (University of Ljubljana)H-Index: 4
#2Klement Podnar (University of Ljubljana)H-Index: 18
Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and prestige of corporate brands were found to positively...
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#1Hyokjin Kwak (Drexel University)H-Index: 19
#2Marina Puzakova (Lehigh University)H-Index: 13
Last. Joseph F. Rocereto (Monmouth University)H-Index: 8
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This research investigates the interplay between brand anthropomorphism and self-construal on evaluations of distributive and procedural justice. We show that consumers with independent self-construal, who value equitable exchanges in their relationships with others, react more negatively to instances of distributive injustice when a brand is anthropomorphized (vs. non-anthropomorphized). In contrast, we find that consumers with interdependent self-construal, who focus on the needs of others, re...
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#1Marina Puzakova (Lehigh University)H-Index: 13
#2Hyokjin Kwak (Drexel University)H-Index: 19
AbstractAnthropomorphizing a brand (i.e., imbuing a brand with humanlike features) serves as an important brand positioning strategy for marketing managers. This research identifies a key brand anthropomorphization strategy—positioning a brand as either oriented to interact with consumers or not. Managers generally rely on this brand interaction strategy to enhance consumer brand engagement regardless of the social context. However, given that consumers often experience brands in a social contex...
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#1Deborah J. MacInnis (SC: University of Southern California)H-Index: 48
#2Valerie S. Folkes (SC: University of Southern California)H-Index: 28
Abstract We review a growing body of research in consumer behavior that has examined when consumers humanize brands by perceiving them as like, part of, or in a relationship with themselves. One research stream shows that sometimes consumers perceive brands as having human-like forms, minds, and personality characteristics. A second stream identifies ways that a consumer perceives a brand as being congruent with or connected to the self. Finally, a third highlights that consumers can view brands...
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#2Anna FenkoH-Index: 17
Last. Annemiek TeravestH-Index: 1
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Purpose Brand love is perceived as one of the main objectives in brand management. Nevertheless, research into the factors influencing brand love are scarce. This paper aims to apply the theory of planned behaviour to the context of brand love and investigate the influence of several factors on brand love, including attitude towards loving a brand, subjective norm and perceived control factors, namely, the propensity to anthropomorphise and the affordability of the brand. Further, the influence ...
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#1Reza Fazli-Salehi (SCSU: St. Cloud State University)H-Index: 4
#2Ivonne M. Torres (NMSU: New Mexico State University)H-Index: 11
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The purpose of this study is to explore the impact of consumers’ personality traits on self-brand connection and communal-brand connection with anthropomorphized versus objectified brands for high- versus low-involvement product categories. This study contributes to the understanding of human interactive personality traits on self-concept and their behavioral outcomes. Additionally, this study expands the elaboration likelihood model by depicting how personality traits can have different effects...
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#1Mohit Manchanda (Indian Institute of Management Kashipur)H-Index: 1
#2Madhurima Deb (Indian Institute of Management Kashipur)H-Index: 9
The present study examines the impact of anthropomorphism and augmented reality (AR) on consumers’ attitudes and intention to adopt m-commerce. A questionnaire-based survey was conducted amongst 54...
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