Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me
| Autor: | Valerie S. Folkes, Deborah J. MacInnis |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Point (typography) business.industry media_common.quotation_subject Self 05 social sciences Advertising Research stream Additional research Brand management 0502 economics and business Personality 050211 marketing Psychology business 050203 business & management Applied Psychology Consumer behaviour media_common |
| Zdroj: | Journal of Consumer Psychology. 27:355-374 |
| ISSN: | 1057-7408 |
| DOI: | 10.1016/j.jcps.2016.12.003 |
| Popis: | We review a growing body of research in consumer behavior that has examined when consumers humanize brands by perceiving them as like, part of, or in a relationship with themselves. One research stream shows that sometimes consumers perceive brands as having human-like forms, minds, and personality characteristics. A second stream identifies ways that a consumer perceives a brand as being congruent with or connected to the self. Finally, a third highlights that consumers can view brands in ways that are analogous to the types of relationships they have with people. We review research in these three areas and point out connections among these research streams. In part, we accomplish this by showing that factors associated with the SEEK model, which are designed to explain anthropomorphic tendencies, are also relevant to other ways of humanizing brands. We identify major propositions derived from this research and several areas for which additional research is needed. We conclude with recommendations for the many opportunities for expanding our conceptual and empirical understanding of this domain. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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