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Articles (20)

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1-10 of 20 results for brand anthropomorphization

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Select article: The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands

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Research article

First published 2021-11

The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands

Deependra Singh, Naval Bajpai, Kushagra Kulshreshtha

Journal of Creative Communications

Select article: Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences

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Research article

First published 2017-11

Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences

Marina Puzakova, Hyokjin Kwak

Journal of Marketing

Select article: Look Who’s Talking Now: The Effects of Pre-recorded and AI-generated Synthetic Brand Voices on Brand Anthropomorphism and Brand Equity

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Research article

First published 2024-11

Look Who’s Talking Now: The Effects of Pre-recorded and AI-generated Synthetic Brand Voices on Brand Anthropomorphism and Brand Equity

Lino Knödler, Christian Rudeloff

Journal of Creative Communications

Select article: To Collaborate or Serve? Effects of Anthropomorphized Brand Roles and Implicit Theories on Consumer Responses

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Research article

First published 2020-2

To Collaborate or Serve? Effects of Anthropomorphized Brand Roles and Implicit Theories on Consumer Responses

Bing Han, Liangyan Wang, Xiang (Robert) Li

Cornell Hospitality Quarterly

Select article: When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings

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Research article

First published 2013-5

When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings

Marina Puzakova, Hyokjin Kwak, Joseph F. Rocereto

Journal of Marketing

Select article: Political Ideology and Anthropomorphized Servant Versus Partner Brand Roles

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Research article

First published 2025-8

Political Ideology and Anthropomorphized Servant Versus Partner Brand Roles

Yuanyuan (Gina) Cui, Patrick van Esch, Eric Harvey [...]

Australasian Marketing Journal

Select article: Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness

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Research article

First published 2015-7

Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness

Hyokjin Kwak, Marina Puzakova, Joseph F. Rocereto

Journal of Marketing

Select article: How about meeting Fernando Pessoa? A journey into hotel brand anthropomorphism and personality on social media

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Research article

First published 2025-10

How about meeting Fernando Pessoa? A journey into hotel brand anthropomorphism and personality on social media

Hans Ruppelt, Sofia Almeida, Ana Cláudia Campos

Journal of Vacation Marketing

Select article: The Moderated Mediating Role of Price Sensitivity and Brand Attitude in Cause-related Marketing: Insights from IPMA Analysis

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Research article

First published 2026

The Moderated Mediating Role of Price Sensitivity and Brand Attitude in Cause-related Marketing: Insights from IPMA Analysis

Kanishk Koushik, Madhulika P. Sarkar

Vision: The Journal of Business Perspective

Select article: Building Anthropomorphic Brands: Big Success of Chhota Bheem

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Research article

First published 2017-4

Building Anthropomorphic Brands: Big Success of Chhota Bheem

Swati Soni, Sheenu Jain

FIIB Business Review

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