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

Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Featured

Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination

Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA

Read More

Featured

A Simple Step to Go Beyond Present: How Visual Entropy Cues Influence Temporal Focus and Consumer Behavior

Gunes Biliciler-Unal, University of Texas at Austin, USA
Raj Raghunathan, University of Texas at Austin, USA
Adrian Ward, University of Texas at Austin, 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.