2008
DOI: 10.1016/j.jbusres.2006.08.011
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Animals in advertising: Love dogs? Love the ad!

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Cited by 96 publications
(39 citation statements)
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“…As would be expected, anthropomorphism is common in marketing campaigns that associate animals to the brands they are promoting as a means to influence their target audience (Spears et al 1996). This influence occurs both through the symbolic meanings that have been culturally assigned to particular animal species as well as the species physical attractiveness and likability (Lancendorfer et al 2008). In this context, anthropomorphism gives marketers ample flexibility to move away from or reinforce the symbolic meanings associated with a species and in this way construct brand personalities that more effectively resonate with their target audience (Kotler and Armstrong 2012).…”
Section: Defines Anmentioning
confidence: 91%
“…As would be expected, anthropomorphism is common in marketing campaigns that associate animals to the brands they are promoting as a means to influence their target audience (Spears et al 1996). This influence occurs both through the symbolic meanings that have been culturally assigned to particular animal species as well as the species physical attractiveness and likability (Lancendorfer et al 2008). In this context, anthropomorphism gives marketers ample flexibility to move away from or reinforce the symbolic meanings associated with a species and in this way construct brand personalities that more effectively resonate with their target audience (Kotler and Armstrong 2012).…”
Section: Defines Anmentioning
confidence: 91%
“…Estudos também demonstram que cães e gatos estão deixando de ser apenas uma companhia e passando a ser considerados membros da família (Lancendorfer et al, 2008). Apesar de muitos tutores terem essa consideração com seus animais, ainda existem aqueles que insistem em maltratá-los e abandoná-los (Matos et al, 2012).…”
Section: Introductionunclassified
“…Lancendorfer et al 2007, Spears et al 1996. Az antropomorfizmus egy dolog emberi tulajdonságokkal történő felruházása.…”
Section: Az Antropomorfizált áLlatok Felhasználása a Marketingkommuniunclassified