Consumer responses to anthropomorphized brand alliances

Dongjin HE; Yuwei JIANG; Fangyuan CHEN

Consumer responses to anthropomorphized brand alliances

Dongjin HE, Yuwei JIANG, Fangyuan CHEN

Research output: Other Conference Contributions › Presentation

Abstract

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 language	English
Publication status	Published - Oct 2017
Externally published	Yes
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

Conference	48th Annual Conference of the Association for Consumer Research
Country/Territory	United States
City	San Diego
Period	26/10/17 → 29/10/17

Cite this

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title = "Consumer responses to anthropomorphized brand alliances",

abstract = "We explore the impact of brand anthropomorphism on consumers{\textquoteright} 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. ",

author = "Dongjin HE and Yuwei JIANG and Fangyuan CHEN",

year = "2017",

month = oct,

language = "English",

note = "48th Annual Conference of the Association for Consumer Research ; Conference date: 26-10-2017 Through 29-10-2017",

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TY - CONF

T1 - Consumer responses to anthropomorphized brand alliances

AU - HE, Dongjin

AU - JIANG, Yuwei

AU - CHEN, Fangyuan

PY - 2017/10

Y1 - 2017/10

N2 - 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.

AB - 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.

UR - https://www.acrwebsite.org/volumes/1023858/volumes/v45/NA-45

M3 - Presentation

T2 - 48th Annual Conference of the Association for Consumer Research

Y2 - 26 October 2017 through 29 October 2017

ER -

Consumer responses to anthropomorphized brand alliances

Abstract

Conference

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