The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification

Chu, Kyounghee; Lee, Do-Hee; Kim, Ji Yoon

doi:10.1016/j.jbusres.2017.11.004

Cited by 20 publications

(16 citation statements)

References 69 publications

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“…The phenomenon of celebrity branding only grew in prominence afterwards. In particular, the phenomenon became prominent in entertainment with the onset of the era of mass media (Chu et al, 2019;Rein et al, 2005). Woischwill (2003) and Behrendt and Panetta (2003) investigated how traditional brand theory can be applied to the images of the German writer Goethe and the pop musician David Bowie (Ilies, 2017).…”

Section: Human Brandsmentioning

confidence: 99%

“…Where a human brand is used as a marketing medium, congruence between the human brand and a marketing message will increase if the message delivered is personified with humanlike attributes. Some scholars have argued that personalized or anthropomorphized brands produce enhanced brand likability and favorable consumer responses as well as stronger positive emotions and more favorable attitudes toward the brands (Aggarwal & McGill, 2012;Chu et al, 2019;Puzakova et al, 2013).…”

Section: Messages Using Anthropomorphized Symbolsmentioning

confidence: 99%

“…Another study suggests that the brand personality dimensions of sincerity and ruggedness significantly influence brand-attitude formation (Hernandez-Fernandez & Lewis, 2019). In other words, consumers can more easily identify a brand with its advertising models or celebrities when the brand personality is stronger (Chu et al, 2019). A human or personal brand, which as noted acknowledges a person as a single independent brand, turns real individuals into brands, not simply abstract entities with humanlike characteristics (Aguirre-Rodriguez, 2014;Fournier & Alvarez, 2012;Puzakova et al, 2013).…”

Section: The Relationship Between Attributions Of Human Brand and Brand Performancementioning

confidence: 99%

“…In particular, once consumers become attached to a certain human brand, their positive feelings toward the brand can be transferred easily to a company and its products or services. Chu et al (2019) emphasized that consumers may describe and assess a brand using personalities and brand character attributes and then associate the brand with human-like traits to retain the brand's image in their minds (Aguirre- Rodriguez, 2014;Fournier & Alvarez, 2012;Ingenhoff & Fuhrer., 2010). An established image is based mainly on brand personality, becoming an anthropomorphic image that consumers associate with the brand.…”

Section: The Relationship Between Attributions Of Human Brand and Brand Performancementioning

confidence: 99%

“…The use of a celebrity model does not always produce a desirable outcome, however, and advertisements can be effective only when the products being advertised match the image of the model (DeSarbo & Harshman, 1985;McCormick, 2016). Several studies have suggested that a celebrity model's reliability and attractiveness is important in the formation of as well as changes in acceptors' attitudes (Chu et al, 2019;Delbaere et al, 2011;Fleck et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

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The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity

Han

Cui

Jin

2021

Cogent Business & Management

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The purpose of the study attempts to assess consumer reactions by classifying anthropomorphized messages according to the authenticity of a human brand with which they are associated. And also the study to investigate the causal relationship between attributions of human brand and consumer-brand relationships, brand attitudes, and purchase intention. An experimental design was used to test the hypotheses. To examine factors that can help brands achieve marketing goals through the use of human brands, this study developed research hypotheses and a structural model by focusing on the consumer information-treating process based on the authenticity of a human brand and message type. The results indicate the existence of a between-group difference with respect to anthropomorphized messages as opposed to non-anthropomorphized messages as well as levels of brand authenticity. An interaction effect was observed for the consumer-brand relationship and attitudes toward a brand. In the main effect analysis, anthropomorphized messages induced a stronger consumer-brand relationship, more positive attitudes toward a brand, and stronger purchase intention for a brand. The results of a path analysis indicated that three dimensions of human brand attributions positively affect consumer-brand relationships. This study provides a new ABOUT THE AUTHORS Hee-Eun Han received Ph.D from Kyonggi University in Korea. Her main research interest is in marketing strategy, brand communication and information technology issues in Marketing.Ge-Qi Cui is Ph.D candidate in the department of Business Administration at Kyonggi University, Korea. His main research interest is in brand Communication, alternative marketing strategy, and consumer behavior.

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Section: Human Brandsmentioning

confidence: 99%

Section: Messages Using Anthropomorphized Symbolsmentioning

confidence: 99%

Section: The Relationship Between Attributions Of Human Brand and Brand Performancementioning

confidence: 99%

Section: The Relationship Between Attributions Of Human Brand and Brand Performancementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity

Han

Cui

Jin

2021

Cogent Business & Management

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Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?

Borah,

Dogbe,

Marwa

2024

Bus Strat Env

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Generation Z (Gen‐Z), representing a demographic cohort of persons born from 1995 to 2010, has demonstrated their concerns for environmental protection. On September 20, 2019, for example, millions of Gen‐Zs from over 150 different countries across the globe embarked on a protest to pressure decision‐makers and governments to help save the planet. Such campaigns have caused firms to rethink how they operate by adopting green operations in their production and distribution of products. The footwear industry is not left out. The problem this research sought to address is the assessment of the effect of green consumer knowledge on green purchase behavior among Gen‐Z consumers towards footwear while assessing the roles of consumer social responsibility, green advertising, and green consumer trust. The study was quantitative in nature and used an online questionnaire to survey 559 Chinese Gen‐Z consumers. Findings revealed that although green consumer knowledge had a direct effect on green purchase behavior, this effect was partially mediated by consumer social responsibility. The effect of consumer social responsibility on green purchase behavior was positively moderated by green advertising, and the moderating effect of green advertising was further strengthened by green consumer trust. Finally, the mediating effect of consumer social responsibility was conditional on the moderating effects of green advertising and green consumer trust. It was concluded that green consumer knowledge is an essential ingredient in enhancing Gen‐Z consumers' green purchase behavior towards footwear, as such, advocacy and pressure groups must increasingly conscientize consumers.

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Intention to purchase sustainable craft products: a moderated mediation analysis of the adoption of sustainability in the craft sector

Prados‐Peña

Gálvez‐Sánchez

Utrilla

et al. 2022

Environ Dev Sustain

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In the modern world, the management of companies has evolved from a model characterized by the extraction, transformation, and generation of waste towards a more sustainable model. This transition affects even more traditional sectors, such as crafts. A key aspect of the transition towards more sustainable models is knowledge of the disposition of consumers with respect to these new artisan products. To date, few works have addressed this research problem, so this paper analyses consumer behaviour towards sustainable craft products empirically. To accomplish this goal, the effect of the image of sustainable craft products as perceived by consumers on their purchase intention is studied. Attitudes towards sustainable crafts, purchase intention, degree of consumer involvement and degree of knowledge concerning sustainability are considered as moderating variables. A questionnaire was distributed to a sample of handicraft consumers, and confirmatory factor analysis and an ordinary least squares regression model were used to study the data thus obtained. The results showed that the image of sustainable craft products as perceived by consumers influences their purchase intentions. In addition, this influence is increased when consumer attitudes towards and involvement with sustainable craft products increase. The results of this study can be useful for the sustainable crafts sector with respect to incorporating more sustainable products and designing marketing and communication strategies to help consumers learn about sustainability.

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The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification

Cited by 20 publications

References 69 publications

The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity

The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity

Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?

Intention to purchase sustainable craft products: a moderated mediation analysis of the adoption of sustainability in the craft sector

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