Proceedings of the 3rd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2024, March 29–31, 2024, Wuhan, China

Research Article

Research on the Influence of Brand Anthropomorphim on Consumer Brand Attitudes

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  • @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
Bing Zheng1,*, Ruoju Li1, Chun Wang1, Anfu Yuan1
  • 1: Zhejiang Gongshang University
*Contact email: zerobeat@163.com

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.