Humanizing Brand Personalities: Analysis of Consumer-Brand Relationships through an Anthropomorphism Lens
نویسنده
چکیده
Brand loyalty develops as an intermixing of self-image and brand image, and anthropomorphized brands succeed when their ideal traits are utilized as brand personality components. To test the relationship between anthropomorphism and ideal traits, the researcher surveyed 211 Elon students and compared their preference for four brands from two industries. One brand from each industry utilized anthropomorphism techniques in the form of a spokescharacter, while the other brand did not. The results of the survey found that the use of a spokescharacter affected brand preference: It created significant brand preference when compared to a similar brand without a spokescharacter.
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