We explore the impact of brand anthropomorphism on consumers’ perceptions and reactions toward brand alliance. In three studies, we demonstrate that when a human schema was activated (vs. not), consumers felt more negatively about the termination of a brand alliance, due to the relationship norm associated with humanlike alliance relationship.
|Publication status||Published - Oct 2017|
|Event||48th Annual Conference of the Association for Consumer Research - Manchester Grand Hyatt Hotel, San Diego, United States|
Duration: 26 Oct 2017 → 29 Oct 2017
|Conference||48th Annual Conference of the Association for Consumer Research|
|Period||26/10/17 → 29/10/17|