How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-To-Business Relationships
Five studies show that consumers react more negatively to the termination of a brand alliance when the allied brands are anthropomorphized (vs. not). This effect occurs because brand anthropomorphism elicits human schemas, which lead consumers to treat brands as social agents and expect increased communal relationship strength between them.
DONGJIN HE, Fangyuan Chen, and Yuwei Jiang (2018) ,"How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-To-Business Relationships", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 587-590.
DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
NA - Advances in Consumer Research Volume 46 | 2018
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Eleanor Putnam-Farr, Rice University, USA
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Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
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DANIEL SUN, University of Calgary, Canada