When humanizing brands goes wrong The detrimental effect of brand anthropomorphization amid product wrongdoings

By:

PUZAKOVA, MARINA

Contributor(s):

KWAK, HYOKJIN

Material type:

Mixed materialsPublication details: 2013Description: 81-100Subject(s):

BRANDING

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/3	Available		P14948

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.

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