Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism

By Marina Puzakova, P. Aggarwal. 2018

170 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1444218d7ce70edd1ae156e00c34559e19eb9431

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. P. Aggarwal
2. Ann L. McGill

In Marketing

1. Linyun W. Yang
2. Ann L. McGill
3. P. Aggarwal
4. Marina Puzakova
5. E. Wan
6. R. Chen
7. Alessandro M. Peluso
8. Gianluigi Guido

In Sociology and Political Science

1. Linyun W. Yang
2. Ann L. McGill
3. P. Aggarwal
4. E. Wan
5. R. Chen
6. Marina Puzakova
7. Alessandro M. Peluso
8. Gianluigi Guido

Citations in the corpus

• The 3 C's of anthropomorphism: Connection, comprehension, and competition (2019, background): “Thus, when a distinctiveness goal is salient and the brand is distinctive (i.e., able to meet the goal), consumers will feel that their own agency in identity expression is reduced if the brand is anthropomorphized, and hence they will evaluate this brand less positively (Puzakova & Aggarwal, 2018).”
• Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites (2020, unknown): “Unless a brand acts as a supporter to consumers’ need to be different and unique, it may end up being a product like many others (Puzakova and Aggarwal, 2018).”