文献类型：期刊文献

英文题名：The effect of brand anthropomorphism, brand distinctiveness, and warmth on brand attitude: A mediated moderation model

作者：Zhang, Mengwei[1,2];Li, Li[3];Ye, Yujian[4];Qin, Ke[2];Zhong, Jianan[2]

机构：[1]Zhejiang Univ Finance & Econ, Law & Polit Sch, Dongfang Coll, Hangzhou, Zhejiang, Peoples R China;[2]Zhejiang Univ, Dept Psychol & Behav Sci, 148 Tianmushan Rd, Hangzhou 310028, Peoples R China;[3]Shaoxing Univ, Coll Educ, Shaoxing, Peoples R China;[4]Hangzhou Dianzi Univ, Management Sch, Hangzhou, Peoples R China

年份：2020

卷号：19

期号：5

起止页码：523

外文期刊名：JOURNAL OF CONSUMER BEHAVIOUR

收录：SSCI(收录号：WOS:000538634500001)、、Scopus(收录号：2-s2.0-85086028271)、WOS

语种：英文

外文摘要：Brand anthropomorphism is one of the most widely used marketing strategies, and numerous studies have confirmed the positive effect of anthropomorphism on consumers' brand attitude. However, anthropomorphism does not always produce positive effects in particular conditions. This study focuses on the interaction effect of brand anthropomorphism and brand distinctiveness on brand attitude and tests the mediating effect of warmth and competence using the Stereotype Content Model. The results of two experiments show that brand anthropomorphism positively predicts consumers' brand attitude, and brand position (distinctiveness vs. popularity) moderates this relationship. Anthropomorphism may improve consumers' attitudes when the brand is positioned to be popular but has no effect on consumers' attitudes when the brand is positioned to be distinctive. Additionally, warmth (not competence) mediates the interaction effect of anthropomorphism and brand position on brand attitude. This study expands the extant knowledge on anthropomorphism and stereotypes in the field of consumption psychology and provides marketers with more rational strategies when applying anthropomorphism in marketing campaigns.