文章基本信息

标题：Anthropomorphized vs objectified brands which brand version is more loved?
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作者：Elena Delgado-Ballester ; Mariola Palazón ; Jenny Peláez 等
期刊名称：European Journal of Management and Business Economics
印刷版ISSN：2444-8451
出版年度：2020
卷号：29
期号：2
页码：150-165
DOI：10.1108/EJMBE-04-2019-0063
语种：English
摘要：Purpose– The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism)andconsumers’ liking for the humanized version of the brand as antecedents of three key components of brandlove: self-brand integration, positive emotional connection and feelings of anticipated separation distress.Design/methodology/approach – A sample of 399 consumers provided information about a brand from astated list of 16 brands of clothing.Findings – Both anthropomorphism and consumers’ liking for the humanized brand have positive effects onspecific components of brand love. The results confirm that brand anthropomorphism is only desirable whenthe humanized version of the brand is attractive for consumers.Research limitations/implications – A potential shortcoming is the qualitative technique employed toobserve anthropomorphic thought. Collecting ratings of anthropomorphic and non-anthropomorphic traitscould be viewed as a method more easily applied in market research surveys.Practical implications – Managers have to control how consumers imagine the brand as a human entitybecause it affects brand love. Forexample, by tracking consumers’ opinions and traitsof those people associatedwith the brand and brand user stereotypes can condition consumers’ imagination of the humanized brand.Originality/value – Compared to the limited number of studies about the relationship betweenanthropomorphism and brand love, this study focuses on the effects of anthropomorphism as a process, andnot as a personal trait, on brand love. It also relies on consumers’ imagination instead of brand personificationstrategies to stimulate anthropomorphism.
关键词：Brand love;Anthropomorphism;Anticipated separation distress;Emotional connection;Self-brand integration