This anthropomorphised brand is so loveable: The role of self-brand integration

Delgado‐Ballester, Elena; Palazón, Mariola; Pelaez-Muñoz, J.

doi:10.1016/j.sjme.2017.04.002

Cited by 56 publications

(61 citation statements)

References 48 publications

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“…This was the case of the attachment models proposed by Fedorikhin et al (2008), Grisaffe andNguyen (2011), andJimenez andVoss (2014). The engagement model was proposed by Javornik and Mandelli (2012) and the brand love models were proposed by Carroll and Ahuvia (2006), Hwang and Kandampully (2012), Rageh and Spinelli (2012), Fetscherin (2014), Huber et al (2015), Dalman et al (2017), Delgado-Ballester et al (2017), and Algharabat (2017). However, the five papers that combined love and engagement (Bergkvist and Bech-Larsen 2010;Wallace et al 2014;Sarkar and Sreejesh 2014;Vernuccio et al 2015;Loureiro et al 2017) treated the concepts as unidimensional constructs.…”

Section: Measurement: An Overview Of Past Empirical Studiesmentioning

confidence: 99%

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Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

Suárez

2019

Administrative Sciences

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This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers from Madrid (Spain), the results show that only two constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement, turning the consumer into the best brand promoter.

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Section: Measurement: An Overview Of Past Empirical Studiesmentioning

confidence: 99%

“…,Huber et al (2015),Dalman et al (2017),Delgado- Ballester et al (2017), andAlgharabat (2017). However, the five papers that combined love and engagement(Bergkvist and Bech-Larsen 2010;Wallace et al 2014;Sarkar and Sreejesh 2014;Vernuccio et al 2015;Loureiro et al 2017) treated the concepts as unidimensional constructs.…”

mentioning

confidence: 99%

Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

Suárez

2019

Administrative Sciences

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“…The young and masculine profile with which it is associated also corresponds to an individual without children, a student, who moves by motorcycle or bicycle, and corresponds with the personality traits selected for this product. According to Delgado‐Ballester et al (), people use the symbolic meaning of the products to convey information about themselves and other users. The symbolic meaning has been studied from a social perspective (group membership) and from a more individualistic perspective.…”

Section: Discussionmentioning

confidence: 99%

“…The comparison of an object to a human being constructs a metaphor; that is, the object is compared to a person to transfer some personal or human attribute to the object, although the response of the consumer to the personification is necessarily an amalgam between the anthropomorphism and the metaphoric processing (Delbaere, McQuarrie, & Phillips, ). Although the technique is, to a certain extent, limited, as perceptions vary among individuals, it helps to discover social value systems and emotional responses associated with the products (Delgado‐Ballester, Palazón, & Pelaez‐Muñoz, ; Freling, Crosno, & Henard, ). The PPP technique has been applied to various products such as laptops, cell phones, USB drives, and toothbrushes (Hart et al, ), toasters (Bruseberg & McDonagh‐Philp, ) and fruit and nut bars, moisturizers, snack mixes, and bleach (Delbaere et al, ), but there is no record of scientific publications on its application to personal hygiene products.…”

Section: Introductionmentioning

confidence: 99%

“…Companies that develop and market personal care products need to understand the attitudes of consumers toward the products to predict their purchasing behavior and thus offer products which may have a good chance of success. With this objective, projective techniques which involve subjecting individuals to a condition of free interpretation or ambiguous stimuli, can be applied so that the subject among individuals, it helps to discover social value systems and emotional responses associated with the products (Delgado-Ballester, Palazón, & Pelaez-Muñoz, 2017;Freling, Crosno, & Henard, 2011).…”

Section: Introductionmentioning

confidence: 99%

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Application of two projective techniques in the study of consumer perception of antiperspirant/deodorants

Gámbaro

Roascio

Boinbaser

et al. 2018

Journal of Sensory Studies

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The present study aimed to identify the main aspects involved in consumers' perception of four types of antiperspirants/deodorants (APDs); cream, aerosol, roll‐on and stick; and compared the findings by using projective techniques; word association (WA) and product personality profiling (PPP) tasks. To apply the PPP task, participants had to imagine that each type of APDs was a person and describe it by gender, age, marital status, children, physical complexion, personality, work/profession/occupation, transport used, physical activity performed, and diet type. The different terms obtained were grouped into 16 categories in the WA task and in 36 subcategories in the PPP task. Both techniques provided data on different and complementary aspects of the products studied. While WA provided information on the characteristics of the different forms of APDs, the PPP gave information about the image that consumers have of each product. Both techniques could be used independently or in a complementary way. Practical applications This work provides information about consumers' perceptions of different types of antiperspirants/deodorants. It is shown that each applied task provides information which can be used for different purposes. The word association task provided information which could be applied in the optimization and/or development of one of these cosmetic forms, while the product personality profiling task gave information that could be used in marketing, either to reaffirm it, to revert it or to introduce a new product into the market.

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Social perception of brands: Warmth and competence define images of both brands and social groups

Kervyn¹,

Malone²

2021

Consumer Psychology Review

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People form impressions about brands as they do about social groups. The Brands as Intentional Agents Framework (BIAF) a decade ago derived from the Stereotype Content Model (SCM) two dimensions of consumers' brand perception: warmth (worthy intentions) and competence (ability). The BIAF dimensions and their predictive validity have replicated the general primacy of warmth (intentions) and developed the congruence principle of fit to context. BIAF domains include various brands, product design, and countries as origins of products and as travel destinations. Brand anthropomorphism plays a role in perceiving brands' morality, personality, and humanity. Consumer–brand relations follow from anthropomorphism: perceived brand‐self congruence, brand trust, and brand love. Corporate social (ir)responsibility and human relations, especially warm, worthy intent, interplay with BIAF dimensions, as do service marketing, service recovery, and digital marketing. Case studies describe customer loyalty, especially to warm brands, corresponds to profits, charitable donations, and healthcare usage. As the SCM and BIAF evolve, research potential regards the dimensions and beyond. BIAF has stood the tests of time, targets (brands, products, and services), and alternative theory (brand personality, brand relationships), all being compatible. Understanding how people view corporations as analogous to social groups advances theory and practice in consumer psychology.

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This anthropomorphised brand is so loveable: The role of self-brand integration

Cited by 56 publications

References 48 publications

Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

Application of two projective techniques in the study of consumer perception of antiperspirant/deodorants

Social perception of brands: Warmth and competence define images of both brands and social groups

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