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



Share Proceeding

Featured papers

See More

Featured

Celebrations and Social Support

Danielle Brick, University of New Hampshire, USA
Kelley Gullo, Duke University, USA
James Bettman, Duke University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Effect of Missing Marketing Promotions on Future Consumption

Ilana Shanks, Florida State University, USA

Read More

Featured

Possession Substitutability: Identity and Usage of Rented (Versus Owned) Products

Liad Weiss, University of Wisconsin - Madison, 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.