Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands

By Marina Puzakova, Hyokjin Kwak, Joseph F. Rocereto. 2009

125 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/e46fbc07a480162d6262de533242d305a3e0e981

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Citations in the corpus

Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media (2017, background): “Since As the research on brand anthropomorphism is still in its infancy (Puzakova et al., 2009; Fournier and Alvarez, 2012), a measure for the concept had to be developed anew.”
Seeing brands as humans: Development and validation of a brand anthropomorphism scale (2020, background): “In this form, anthropomorphising a brand does not involve mere analogical thinking and perception of superficial human characteristics but rather, perception of a brand as being mindful, in the sense that it has mental states that are essential to being human (Kim & McGill, 2011; Puzakova et al., 20”
Effects of brand personality dimensions on consumers’ perceived self-image congruity and functional congruity with hotel brands (2017, background): “From a psychological perspective, brand personality is a result of a natural human tendency toward anthropomorphism, in virtue of which people attribute human characteristics to nonhuman objects to seek familiarity and reduce risk (Freling and Forbes, 2005; Puzakova et al., 2009).”
Brand Personality Factor Based Models: A Critical Review (2012, background): “However, having identified the potential problems, it is apparent that these are contingent upon whether or not consumers ordinarily think of brands as humanlike entities (e.g. see Freling and Forbes, 2005b; Puzakova et al., 2009).”
Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty (2015, background): “First, it might occur by means of a perceived similarity between the external appearance of such products and some human physical attributes (for example, a product package that resembles a human body; Aggarwal and McGill, 2007; Epley et al, 2007; Puzakova et al, 2009).”