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.



Citation:

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.

Authors

Taeyeon Kim, Korea University, South Korea
Jang Ho Moon, Sookmyung Women's University, South Korea
Yongjun Sung, Korea University, South Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice

Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA

Read More

Featured

E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?

Qingqing Guo, Shanghai Jiao Tong University

Read More

Featured

The Impact of Implicit Rate of Change on Arousal and Subjective Ratings

James A Mourey, DePaul University, USA
Ryan Elder, Brigham Young University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.