How Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectancies to Business-To-Business Relationships

This paper explores the impact of brand anthropomorphism on consumers’ perceptions and reactions toward brand alliance. In three studies, we demonstrate that when brands are anthropomorphized, 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 (2018) ,"How Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectancies to Business-To-Business Relationships", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 283-283.

Authors

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



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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