Do Humanized Products Create Weak Brands? the Effect of Product Anthropomorphism on Brand Attitude Certainty
This research suggests that anthropomorphized products are not construed as typical products of a brand but as “product individuals” with idiosyncratic characteristics that distinguish them from the brand. The resulting product-brand inconsistency is shown to reduce consumers’ brand attitude certainty and thus renders brand attitudes less predictive of brand loyalty.
Citation:
Christopher Beisecker and Walter Herzog (2019) ,"Do Humanized Products Create Weak Brands? the Effect of Product Anthropomorphism on Brand Attitude Certainty", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 452-453.
Authors
Christopher Beisecker, WHU - Otto Beisheim School of Management, Germany
Walter Herzog, WHU - Otto Beisheim School of Management, Germany
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!
Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Featured
The Identifiable Donor Effect
Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Featured
Better Marketing for a Better World
Jonah Berger, University of Pennsylvania, USA
Jonathan Zev Berman, London Business School, UK
Darren Dahl, University of British Columbia, Canada
Markus Giesler, York University, Canada
Rebecca Hamilton, Georgetown University, USA
Gita Venkataramani Johar, Columbia University, USA
John Lynch, University of Colorado, USA
Andrea Morales, Arizona State University, USA