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



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