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.
Citation:
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.
Authors
DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Uncertain Reward Campaigns Impact Product Size Choices
Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University
Featured
Presidential Address
Stacy Wood, North Carolina State University
Featured
Paying to Be Social? How Materialism Shapes Spending on Friends
William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA