You’re so lovable: Anthropomorphism and brand love

By Philipp A. Rauschnabel, Aaron C. Ahuvia. 2014

250 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/46a826f98e5faacfaf1a05c14618d41d8c20f0d7

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Citations in the corpus

Brand management in higher education: The University Brand Personality Scale (2016, background): “…research investigates related concepts and their influence on brand love, such as consumer personality (Rauschnabel, Ahuvia, Ivens, & Leischnig, in press) or anthropomorphism (Rauschnabel & Ahuvia, 2014), this study examines the relationship between university brand personality and brand love.”
Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes (2017, background): “, 2006), brand love (Rauschnabel and Ahuvia, 2014), and positive WOM (Saenger et al.”
Does Brand Personality and Perceived Product Quality Play a Major Role in Mobile Phone Consumers’ Switching Behaviour? (2017, background): “Sample sizes can be considered as effective between 30 to 500, (Sekaran, 2006). N. K. Malhotra, Patil, and Kim (2007) assumed that the consideration of sample size must be guided by resource constraints.”
The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors (2016, background): “Finally, participants answered manipulation check and demographic questions.”
‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love (2019, background): “…real or imagined behaviour of nonhuman agents with humanlike characteristics, motivations, intentions, or emotions’ (Epley, Waytz, & Cacioppo, 2007, p. 100), has been shown to exert further impact on brand love (Rauschnabel & Ahuvia, 2014), although available research in this area remains limited.”
Brand love: development and validation of a practical scale (2016, background): “This makes many of these products somewhat anthropomorphic (Aggarwal and McGill, 2007), and anthropomorphism has been shown to facilitate brand love (Rauschnabel and Ahuvia, 2014).”