Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

You’re so lovable: Anthropomorphism and brand love

Brand love has been found to predict brand loyalty measures better than conventional attitude models that rely on the brand’s perceived quality. Hence, marketers are interested in factors that lead to brand love. This study investigates the influence of anthropomorphism on brand love in the context of defensive marketing. We identified five possible theoretical mechanisms through which anthropo...

How does celebrity endorsement influence the attitude towards the brand and how does negative publicity affect this relationship?

Anthropomorphism and the social robot

This paper discusses the issues pertinent to the development of a meaningful social interaction between robots and people through employing degrees of anthropomorphism in a robot’s physical design and behaviour. As robots enter our social space, we will inherently project/impose our interpretation on their actions similar to the techniques we employ in rationalising for example, a pet’s behavio...

Does Marriage Matter to Women and Men?

Purpose: the transformation of marriage patterns and family formation by following transition from traditional society to a modern society causes changes in goals, function of family formation. The aim of this study was comparative investigation of the attitudes of single and married individuals about marriage function. Materials and method: the study performed by qualitative method. The statis...

On Anthropomorphism in Technology-Enhanced Language Learning: Does Modality Matter in Agent-Based Multimedia Instruction on L2 Idioms?

The present study aimed to satisfy a twofold purpose: On the one hand, it sought to verify the postulation that agent-based instruction could offer a compromise approach to teaching L2 idioms where form and meaning would be equally emphasized during instruction. Given that anthropomorphism has not been much under scrutiny, this research, on the other hand, sought to ascertain whether learning a...