کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5034257 1370063 2017 20 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me
ترجمه فارسی عنوان
مارک های انعکاس دهنده: زمانی که مارک ها به نظر من مثل من هستند، بخشی از من و در ارتباط با من است
کلمات کلیدی
انسانشناسی نام تجاری، شخصیت برند، نام تجاری خود سازگاری، وابستگی نام تجاری، روابط نام تجاری،
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
We review a growing body of research in consumer behavior that has examined when consumers humanize brands by perceiving them as like, part of, or in a relationship with themselves. One research stream shows that sometimes consumers perceive brands as having human-like forms, minds, and personality characteristics. A second stream identifies ways that a consumer perceives a brand as being congruent with or connected to the self. Finally, a third highlights that consumers can view brands in ways that are analogous to the types of relationships they have with people. We review research in these three areas and point out connections among these research streams. In part, we accomplish this by showing that factors associated with the SEEK model, which are designed to explain anthropomorphic tendencies, are also relevant to other ways of humanizing brands. We identify major propositions derived from this research and several areas for which additional research is needed. We conclude with recommendations for the many opportunities for expanding our conceptual and empirical understanding of this domain.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 27, Issue 3, July 2017, Pages 355-374
نویسندگان
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