2-K: Consumer Responses to Anthropomorphized Brand Alliances

We explore the impact of brand anthropomorphism on consumers’ perceptions and reactions toward brand alliance. In three studies, we demonstrate that when a human schema was activated (vs. not), consumers felt more negatively about the termination of a brand alliance, due to the relationship norm associated with humanlike alliance relationship.



Citation:

Dongjin He, Fangyuan Chen, and Yuwei Jiang (2017) ,"2-K: Consumer Responses to Anthropomorphized Brand Alliances", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1033-1033.

Authors

Dongjin He, Hong Kong Polytechnic University, China
Fangyuan Chen, Hong Kong Polytechnic University, China
Yuwei Jiang, Hong Kong Polytechnic University, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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