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.
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.
Dongjin He, Hong Kong Polytechnic University, China
Fangyuan Chen, Hong Kong Polytechnic University, China
Yuwei Jiang, Hong Kong Polytechnic University, China
NA - Advances in Consumer Research Volume 45 | 2017
M6. Approaching Negative Experience
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
L5. Understanding the components and effects of the Omnichannel Seamless Experience.
PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)
On Politics, Morality, and Consumer Response to Negative Publicity
Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA