Brand Anthropomorphization: a Homocentric Knowledge Activation Perspective

Marina Puzakova, Drexel University, USA
Hyokjin Kwak, Drexel University, USA
Trina Larsen Andras, Drexel University, USA
We describe a four-stage process of brand anthropomorphization, which begins with primary cognition and proceeds through secondary cognition stages. Two types of anthropomorphized brand perceptions are formed–one that is transient and one that lasts longer. Stronger forms of brand anthropomorphization, going beyond brand personality attribution (e.g., weaker forms), exist.
[ to cite ]:
Marina Puzakova, Hyokjin Kwak, and Trina Larsen Andras (2011) ,"Brand Anthropomorphization: a Homocentric Knowledge Activation Perspective", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.