When humanizing brands goes wrong
PUZAKOVA, MARINA
When humanizing brands goes wrong The detrimental effect of brand anthropomorphization amid product wrongdoings - 2013 - 81-100
The brand relationship literature shows that the humanizing of brands and products generates more favorable consumer attitudes and thus enhances brand performance. however the authors propose negative downstream consequences of brand humanization;that is , the anthropomorphization of a brand can negatively affect consumers' brand evaluations when the brand faces negative publicity caused by product wrongdoings.
BRANDING
658.827
When humanizing brands goes wrong The detrimental effect of brand anthropomorphization amid product wrongdoings - 2013 - 81-100
The brand relationship literature shows that the humanizing of brands and products generates more favorable consumer attitudes and thus enhances brand performance. however the authors propose negative downstream consequences of brand humanization;that is , the anthropomorphization of a brand can negatively affect consumers' brand evaluations when the brand faces negative publicity caused by product wrongdoings.
BRANDING
658.827