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.
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.
Christopher Beisecker, WHU - Otto Beisheim School of Management, Germany
Walter Herzog, WHU - Otto Beisheim School of Management, Germany
NA - Advances in Consumer Research Volume 47 | 2019
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