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

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 rel...

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Autores principales:	Hee-Eun Han, Ge-Qi Cui, Chang-Hyun Jin
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	human brand celebrity consumer-brand relationship anthropomorphized brand authenticity Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/a264c95e24ed4f15b4162bed444d7a5f
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spelling	oai:doaj.org-article:a264c95e24ed4f15b4162bed444d7a5f2021-12-02T17:42:54ZThe role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity2331-197510.1080/23311975.2021.1923355https://doaj.org/article/a264c95e24ed4f15b4162bed444d7a5f2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1923355https://doaj.org/toc/2331-1975The 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 approach to the use of anthropomorphized messages by focusing on the relationship between advertising models and messages. As a result, positive effects can be expected as identification with an advertising model increases.Hee-Eun HanGe-Qi CuiChang-Hyun JinTaylor & Francis Grouparticlehuman brandcelebrityconsumer-brand relationshipanthropomorphizedbrand authenticityBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	human brand celebrity consumer-brand relationship anthropomorphized brand authenticity Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	human brand celebrity consumer-brand relationship anthropomorphized brand authenticity Business HF5001-6182 Management. Industrial management HD28-70 Hee-Eun Han Ge-Qi Cui Chang-Hyun Jin The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity
description	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 approach to the use of anthropomorphized messages by focusing on the relationship between advertising models and messages. As a result, positive effects can be expected as identification with an advertising model increases.
format	article
author	Hee-Eun Han Ge-Qi Cui Chang-Hyun Jin
author_facet	Hee-Eun Han Ge-Qi Cui Chang-Hyun Jin
author_sort	Hee-Eun Han
title	The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity
title_short	The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity
title_full	The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity
title_fullStr	The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity
title_full_unstemmed	The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity
title_sort	role of human brands in consumer attitude formation: anthropomorphized messages and brand authenticity
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/a264c95e24ed4f15b4162bed444d7a5f
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The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity

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