دانلود مقاله با موضوع انسانسازی در مقابل عینیتیافته مارک ها
در قالب pdf و در 16 اسلاید،قابل ویرایش، شامل:
موضوع به انگلیسی:Anthropomorphized vs objectified
brands
بخشی از متن:Abstract
Purpose – 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.
Design/methodology/approach – A sample of 399 consumers provided information about a brand from a
stated list of 16 brands of clothing.
Findings – 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.
Research limitations/implications – 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.
Practical implications – 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.
Originality/value – 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.
Keywords Brand love, Anthropomorphism, Anticipated separation distress, Emotional connection,
Self-brand integration
Paper type Research paper
