본문 바로가기
KERD
논문KCI 등재

The Relationship Between Brand Anthropomorphism, Brand Love, and Brand Advocacy. Moderate Role of Self-brand Connection in Brand Distribution

1

조회

0

다운로드

0

인용

0

참고문헌

키워드

초록

Purpose: The article focuses on studying the impact of brand anthropomorphism, and brand love, on brand advocacy, and at the same time the moderate role of brand self-connection in the process of customers’ perception of the brand, especially the brand distribution. The survey subjects are customers with millennial consumers in Ho Chi Minh City, who have the behavior of buying brands in the smart mobile device industry many times with a specific brand in terms of brand distribution. Results: The findings show that Brand anthropomorphism and brand love are crucial factors to impact brand advocacy and the role of self-brand connection also is a confirmed positive effect on the relationship between brand anthropomorphism and brand love. Research design, data, and methodology: The article uses quantitative research to test the model and research hypotheses. The way to collect quantitative data is to use questionnaires with 1531 samples in Ho Chi Minh City, Vietnam. Conclusion: The research results can help businesses build a long-term brand strategy and expect to get new rewards and value from customers. They can also add to the theory about the relationship between brands and customers.

Abstract

Purpose: The article focuses on studying the impact of brand anthropomorphism, and brand love, on brand advocacy, and at the same time the moderate role of brand self-connection in the process of customers’ perception of the brand, especially the brand distribution. The survey subjects are customers with millennial consumers in Ho Chi Minh City, who have the behavior of buying brands in the smart mobile device industry many times with a specific brand in terms of brand distribution. Results: The findings show that Brand anthropomorphism and brand love are crucial factors to impact brand advocacy and the role of self-brand connection also is a confirmed positive effect on the relationship between brand anthropomorphism and brand love. Research design, data, and methodology: The article uses quantitative research to test the model and research hypotheses. The way to collect quantitative data is to use questionnaires with 1531 samples in Ho Chi Minh City, Vietnam. Conclusion: The research results can help businesses build a long-term brand strategy and expect to get new rewards and value from customers. They can also add to the theory about the relationship between brands and customers.

참고문헌 (67)

  1. Ahuvia, A., "Beyond the extended self : Loved objects and consumers’ identity narratives", Journal of Consumer Research, 32(1), pp.171~184 (2005)[DOI]
  2. Ahuvia, A. C., "The handbook of brand relationships", pp.342~357 (2009), M.E.Sharpe
  3. Albert, N., "Measuring the love feeling for a brand using interpersonal love items", Journal of Marketing Development and Competitiveness, 5(1), pp.57~63 (2010)
  4. Ali, F., "Brand anthropomorphism, love and defense: Does attitude towards social distancing matter?", The Service Industries Journal, 41(1, pp.2) (2021), 58~83
  5. Batra, R., "Brand love", Journal of Marketing, 76(2), pp.1~16 (2012)[DOI]
  6. Belk, R. W., "Extended self in a digital world", Journal of Consumer Research, 40(3), pp.477~500 (2013)
  7. Bhattacharya, C. B., "Consumer-company identification : A framework for understanding consumers’ relationships with companies", Journal of Marketing, 67(2), pp.76~88 (2003)
  8. Birks, D. F., "Marketing research : An applied approach" (2006), Pearson Education
  9. Brown, S. D., "Deleuzian Intersections: Science, Technology, Anthropology", pp.101~120 (2010)
  10. Bush, A. J., "An assessment of the mall intercept as a data collection method", Journal of Marketing Research, 22(2), pp.158~167 (1985)
  11. Barbara A. Carroll, "Some antecedents and outcomes of brand love", Marketing Letters, 17(2), pp.79~89 (2006), Springer Science and Business Media LLC[DOI]
  12. Cheng, S. Y. Y., "The effects of self-brand connections on responses to brand failure : A new look at the consumer-brand relationship", Journal of Consumer Psychology, 22(2), pp.280~288 (2012)
  13. Coelho, A., "Brand communities’ relational outcomes, through brand love", Journal of Product & Brand Management, 28(2), pp.154~165 (2019)
  14. Colliander, J., "Trash talk rebuffed : Consumers’ defense of companies criticized in online communities", European Journal of Marketing, 47(10), pp.1733~1757 (2013)
  15. Dalman, M. D., "The differential influence of identification on ethical judgment : The role of brand love", Journal of Business Ethics, 158(3), pp.875~891 (2019)
  16. Delbaere, M., "Personification in advertising", Journal of Advertising, 40(1), pp.121~130 (2011)
  17. Dick, A. S., "Customer loyalty : Toward an integrated conceptual framework", Journal of the Academy of Marketing Science, 22(2), pp.99~113 (1994)
  18. Du, S., "Reaping relational rewards from corporate social responsibility : The role of competitive positioning", International Journal of Research in Marketing, 24(3), pp.224~241 (2007)
  19. Dwivedi, A., "The impact of a celebrity endorser’s credibility on consumer selfbrand connection and brand evaluation", Journal of Brand Management, 21(7), pp.559~578 (2014)
  20. Epley, N., "On seeing human: A three-factor theory of anthropomorphism", Psychological Review, 114(4) (2007)
  21. Escalas, J. E., "Imagine yourself in the product : Mental simulation, narrative transportation, and persuasion", Journal of Advertising, 33(2), pp.37~48 (2004)[DOI]
  22. Escalas, J. E., "Self-construal, reference groups, and brand meaning", Journal of Consumer Research, 32(3), pp.378~389 (2005)[DOI]
  23. Escalas, J. E., "Handbook of brand relationships", pp.107~123 (2009), M E Sharpe
  24. "Brand anthropomorphism and its impact on consumer brand identification, brand advocacy and consumer brand engagement on social media" (2020)[URL]
  25. Fornell, C., "Structural equation models with unobservable variables and measurement error: Algebra and statistics" (1981), Sage Publications Sage
  26. Fournier, S., "Consumers and their brands : Developing relationship theory in consumer research", Journal of Consumer Research, 24(4), pp.343~373 (1998)[DOI]
  27. Garson, G. D., "Partial least squares. Regression and structural equation models" (2016), Statistical Publishing Associates
  28. Golossenko, A., "Seeing brands as humans : Development and validation of a brand anthropomorphism scale", International Journal of Research in Marketing, 37(4), pp.737~755 (2020)
  29. Gürhan-Canli, Z., "Customerbased brand equity in a technologically fast-paced, connected, and constrained environment", AMS Review, 6(1), pp.23~32 (2016)
  30. Hair, J. F., "Advanced issues in partial least squares structural equation modeling" (2017), Sage Publications Sage
  31. nnHart, P. M., "The human lens : How anthropomorphic reasoning varies by product complexity and enhances personal value", Journal of Marketing Management, 29(1, pp.2) (2013), 105~121
  32. Hegner, S. M., "Using the theory of planned behaviour to understand brand love", Journal of Product & Brand Management, 26(1), pp.26~41 (2017)
  33. Henseler, J., "A new criterion for assessing discriminant validity in variance-based structural equation modeling", Journal of the Academy of Marketing Science, 43(1), pp.115~135 (2015)
  34. Hollebeek, L. D., "Exploring positively-versus negatively-valenced brand engagement : A conceptual model", Journal of Product & Brand Management, 23(1), pp.62~74 (2014)
  35. 황지영, "The Role of Self-Construal and Emotionsin Younger Consumers’ Commitment to Luxury Brands", 복식문화연구, 20(4), pp.604~615 (2012), 복식문화학회[DOI]
  36. Javed, M., "Consumer brand relationships", pp.31~54 (2015), Springer
  37. Juliana, J., "Green perceived risk, green viral communication, green perceived value against green purchase intention through green satisfaction", Journal of Industrial Engineering & Management Research, 1(2), pp.124~139 (2020)
  38. Kim, H. C., "Do materialists prefer the “brand-as-servant”? The interactive effect of anthropomorphized brand roles and materialism on consumer responses", Journal of Consumer Research, 42(2), pp.284~299 (2015)
  39. Kim, S., "Gaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception", Journal of Consumer Research, 38(1), pp.94~107 (2011)
  40. Kudeshia, C., "Spreading love through fan page liking : A perspective on small scale entrepreneurs", Computers in Human Behavior, 54, pp.257~270 (2016)
  41. Kumar, J., "Brand engagement without brand ownership : A case of non-brand owner community members", Journal of Product & Brand Management, 28(2), pp.216~230 (2019)
  42. Kwak, H., "Better not smile at the price : The differential role of brand anthropomorphization on perceived price fairness", Journal of Marketing, 79(4), pp.56~76 (2015)
  43. Lastovicka, J. L., "Truly, madly, deeply : Consumers in the throes of material possession love", Journal of Consumer Research, 38(2), pp.323~342 (2011)
  44. Lisjak, M., "When a threat to the brand is a threat to the self : The importance of brand identification and implicit self-esteem in predicting defensiveness", Personality and Social Psychology Bulletin, 38(9), pp.1120~1132 (2012)
  45. MacInnis, D. J., "Humanizing brands : When brands seem to be like me, part of me, and in a relationship with me", Journal of Consumer Psychology, 27(3), pp.355~374 (2017)
  46. Mayor, M. G. -O., "Competitive advantages of the mobile phone operators in the Asia Pacific region : Analysis from the strategic groups approach", Technology Analysis & Strategic Management, 28(5), pp.541~554 (2016)
  47. Pai, D. -C., "Corporate social responsibility and brand advocacy in business-tobusiness market : The mediated moderating effect of attribution", Journal of Business Ethics, 126(4), pp.685~696 (2015)
  48. Pansari, A., "Customer engagement : The construct, antecedents, and consequences", Journal of the Academy of Marketing Science, 45(3), pp.294~311 (2017)
  49. C. Whan Park, "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers", Journal of Marketing, 74(6), pp.1~17 (2010), SAGE Publications[DOI]
  50. Parment, A., "Generation Y vs. Baby Boomers : Shopping behavior, buyer involvement and implications for retailing", Journal of Retailing and Consumer Services, 20(2), pp.189~199 (2013)
  51. Pendergast, D., "Getting to know the Y generation", AMS Review, 28(2), pp.541~554 (2016)[DOI]
  52. Puzakova, M., "Should anthropomorphized brands engage customers? The impact of social crowding on brand preferences", Journal of Marketing, 81(6), pp.99~115 (2017)
  53. Puzakova, M., "Pushing the envelope of brand and personality : Antecedents and moderators of anthropomorphized brands", Advances in Consumer Research, 36, pp.413~420 (2009)
  54. Puzakova, M., "When humanizing brands goes wrong : The detrimental effect of brand anthropomorphization amid product wrongdoings", Journal of Marketing, 77(3), pp.81~100 (2013)
  55. Rauschnabel, P., "You’re so lovable : Anthropomorphism and brand love", Journal of Brand Management, 21(5), pp.1~24 (2014)[DOI]
  56. Romero, M., "Costly curves : How humanlike shapes can increase spending", Journal of Consumer Research, 44(1), pp.80~98 (2017)
  57. Sarkar, A., "Examination of the roles played by brand love and jealousy in shaping customer engagement", Journal of Product & Brand Management, 23(1), pp.24~32 (2014)[DOI]
  58. Sashittal, H., "Brand entification as a postanthropomorphic attribution among twitter-using millennials", Marketing Intelligence & Planning, 37(7), pp.741~753 (2019)
  59. product-image congruence models : Testing selected models, "Self-image", pp.1982, Sirgy, M. J.
  60. Sprott, D., "The importance of a general measure of brand engagement on market behavior : Development and validation of a scale", Journal of Marketing Research, 46(1), pp.92~104 (2009)
  61. Sternberg, R. J., "A triangular theory of love", Psychological Review, 93(2) (1986)
  62. Swaminathan, V., "Branding in the digital era : New directions for research on customer-based brand equity", AMS Review, 6(1), pp.33~38 (2016)
  63. Thomson, M., "The ties that bind : measuring the strength of consumers’ emotional attachments to brands", Journal of Consumer Psychology, 15(1), pp.77~91 (2005)[DOI]
  64. Walz, A. M., "The effect of retailer communication on customer advocacy: The moderating role of trust", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 23 (2010)
  65. Wan, E. W., "Judging a book by its cover? The effect of anthropomorphism on product attribute processing and consumer preference", Journal of Consumer Research, 43(6), pp.1008~1030 (2017)
  66. Waytz, A., "Who sees human? The stability and importance of individual differences in anthropomorphism", Perspectives on Psychological Science, 5(3), pp.219~232 (2010)
  67. Zikmund, W. G., "Health Economics Research Method", pp.2~ (2003)

관련 논문AI추천

이 간행물의 다른 논문 (11건)