Consumer responses to anthropomorphized brand alliances

Dongjin HE, Yuwei JIANG, Fangyuan CHEN

Research output: Other Conference ContributionsPresentation


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.
Original languageEnglish
Publication statusPublished - Oct 2017
Externally publishedYes
Event48th Annual Conference of the Association for Consumer Research - Manchester Grand Hyatt Hotel, San Diego, United States
Duration: 26 Oct 201729 Oct 2017


Conference48th Annual Conference of the Association for Consumer Research
Country/TerritoryUnited States
CitySan Diego


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