Research Article
Research on the Influence of Brand Anthropomorphim on Consumer Brand Attitudes
@INPROCEEDINGS{10.4108/eai.29-3-2024.2347454, author={Bing Zheng and Ruoju Li and Chun Wang and Anfu Yuan}, title={Research on the Influence of Brand Anthropomorphim on Consumer Brand Attitudes}, proceedings={Proceedings of the 3rd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2024, March 29--31, 2024, Wuhan, China}, publisher={EAI}, proceedings_a={ICBBEM}, year={2024}, month={6}, keywords={brand anthropomorphim product type need for cognition brand attitude}, doi={10.4108/eai.29-3-2024.2347454} }- Bing Zheng
Ruoju Li
Chun Wang
Anfu Yuan
Year: 2024
Research on the Influence of Brand Anthropomorphim on Consumer Brand Attitudes
ICBBEM
EAI
DOI: 10.4108/eai.29-3-2024.2347454
Abstract
Based on the information fluency theory, this paper explores the influence of the interaction between brand anthropomorphim (competence vs. warmth) and product type (utilitarian vs. hedonic) on consumers' brand attitude and the moderating effect of the level of need for cognition. The results show that: (1) For utilitarian products, the competence brand anthropomorphism has a more positive brand attitude than the warmth brand anthropomorphism. For hedonic products, warmth brand anthropomorphism has a higher brand attitude than competence brand anthropomorphism. (2) In the interaction of brand anthropomorphim and product type on consumer brand attitude, individuals with higher cognitive need level show stronger brand attitude.
