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

Singh, Deependra; Bajpai, Naval; Kulshreshtha, Kushagra

doi:10.1177/09732586211002104

Cited by 8 publications

(3 citation statements)

References 40 publications

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“…Brand personification is applied in various forms and media, such as product design, advertising, or marketing activities, to increase positive outcomes such as recognition, memory, and loyalty. Singh, Bajpai, & Kulshreshtha (2021) formulated the indicators of brand personification, namely (1) Behavior:…”

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confidence: 99%

“…Brand personification refers to using a brand with human-like characteristics in packaging, promotion, public relations, or other marketing-related purposes (Agrawal et al, 2020). Seven indicators in brand personification variables are behavior, affect, brand imagery, cognition, interpersonal relations, trustworthiness and sociocultural factors (Singh et al, 2021).…”

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confidence: 99%

“…Source: (Agrawal et al, 2020;Singh et al, 2021;Fattah & Sujono, 2020;Solis, 2010;Kussusanti et al, 2019) Figure 1 Model Analysis…”

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confidence: 99%

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Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics

Kussusanti,

Gunawan

2024

JEP

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Several companies aim to enhance digital marketing communication processes to achieve desired outcomes. Strategies include brand personification, embodying a human persona for the brand, and fostering social presence, perceived through communication activities. The characteristics of the message also play a significant role. However, research on the role of brand personification, social presence, and message characteristics on Instagram remains scarce. This study investigates their influence on positive e-word-of-mouth intention within Indonesia's telecommunication service provider industry. A quantitative research method is employed, using Structural Equation Modeling (SEM) with the Lisrel program for data analysis from 254 respondents, findings indicate significant effects. Brand personification, social presence, and message characteristics positively impact e-word-of-mouth intention, with respective influences of 0.17, 0.27, and 0.40. The study suggests telecommunication companies leverage these factors to cultivate positive e-word-of-mouth intention among customers, aiding in digital marketing effectiveness.

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Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics

Kussusanti,

Gunawan

2024

JEP

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Communicate like humans? Anthropomorphism and hotel consumers’ willingness to pay a premium price

Li,

Su,

Guan

et al. 2023

Journal of Hospitality and Tourism Management

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Embedding moderators of customer-brand love for affecting purchase intention of customers in hypermarket brand stores

Singh,

Bajpai

2024

GKMC

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Purpose This paper aims to illustrate the impact of brand love on customers’ purchase intention in the presence of store aesthetics, store price image and customers’ demographic variables as moderating variables for hypermarket brand stores. Design/methodology/approach For achieving the objectives, a survey is conducted on the sample of 515 respondents those are the customers of hypermarket brand stores. The collected sample is analysed through structural equation modelling and moderation analysis by using AMOS. Findings The findings indicate various insights in terms of the results of moderation analysis. This study explains a significant moderation of store aesthetics, customers’ age and their local region for the brand love-purchase intention relationship in the research context. Originality/value The present study examines relevant moderators for brand love-purchase intention relationship by empirical means for hypermarket brand stores that is an under-explored researched context in Indian context. It adds considerable insights for academics and managerial practices in the arena of customer-brand love and emotional affiliation.

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

Cited by 8 publications

References 40 publications

Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics

Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics

Communicate like humans? Anthropomorphism and hotel consumers’ willingness to pay a premium price

Embedding moderators of customer-brand love for affecting purchase intention of customers in hypermarket brand stores

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