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This is for the lovers : motivations and self-congruity as antecedents of anthropomorphism & brand love.

Stresewski, J. A. (2016) This is for the lovers : motivations and self-congruity as antecedents of anthropomorphism & brand love.

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Abstract:Many consumers claim to love their favorite brands. The study at hand contributes to the understanding of why consumers seem to form emotional relationships with non-human entities like brands by linking the concept of brand love to the concept of brand anthropomorphism (humanization of a non-human brand). By exploring the relationship between sociality motivation, effectance motivation, self-congruity and brand love and the mediating force of anthropomorphism, this research aims at understanding why consumers tend to humanize their favorite brands and finally fall for them like for a human being. A total of 250, mainly German, participants answered an online survey. Results revealed that anthropomorphism has the power to enhance brand love. Moreover, this effect is strengthened when the identity of the favorite brand matches the self-concept of the participant. Analyses showed, that only self-congruity significantly influenced anthropomorphism, whereas sociality and effectance motivations had no significant effect. However, it was detected, that self-congruity, chronic loneliness (sociality motivation) and need for closure (effectance motivation) had a direct, positive influence on brand love. Additional analyses indicated that participants rather anthropomorphize technological brands than FMCG brands and verified purchase intention as being a direct, valuable outcome of brand love. Findings imply that marketing practice should definitely pursue a humanization of their brands and tailor them to the self-image of the particular target group. Furthermore, advertising should actively appeal to the deeply rooted human sociality and effectance needs.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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