I’M Not a Banal Brand But a Real Friend: the Role of Brand Anthropomorphism in Consumer-Brand Relationships
The purpose of this study is to examine the effects of brand anthropomorphism on consumer-brand relationships in social media, by employing a longitudinal experiment. The results show that brand anthropomorphism increase the level of social presence, resulting in more favorable brand evaluations, even after a brand transgression.
Taeyeon Kim, Jang Ho Moon, and Yongjun Sung (2015) ,"I’M Not a Banal Brand But a Real Friend: the Role of Brand Anthropomorphism in Consumer-Brand Relationships", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 324-324.
Taeyeon Kim, Korea University, South Korea
Jang Ho Moon, Sookmyung Women's University, South Korea
Yongjun Sung, Korea University, South Korea
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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