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
Format Neglect?: How Different Rank Claim Formats Influence Preference
Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA
Featured
Guilt Undermines Consumer Willingness to Buy More Meaningful Time
Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada
Featured
Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition
Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA