4.7 Article

Anthropomorphic brand management: An integrated review and research agenda

Journal

JOURNAL OF BUSINESS RESEARCH
Volume 149, Issue -, Pages 463-475

Publisher

ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2022.05.039

Keywords

Designed brand anthropomorphism; Perceived brand anthropomorphism; Brand humanization; Anthropomorphic marketing; Anthropomorphic brand strategy

Categories

Ask authors/readers for more resources

This paper critically reviews the existing literature on brand anthropomorphism and proposes an integrated framework for identifying future research opportunities. A systematic review of 101 articles spanning more than two decades was conducted to investigate the concept of brand anthropomorphism and human-like brands. The review identifies two diverse research traditions and provides recommendations for future research.
Brand Anthropomorphism (BA) is gaining prominence in both marketing research and practice. Researchers have often used different perspectives for studying humanized brands, but this has led to theoretical and conceptual confusion creating challenges in the theoretical development of this field. This paper aims to critically review the existing literature on brand anthropomorphism and propose an integrated framework for identifying future research opportunities. A systematic review of 101 articles spanning more than two decades (1997-2021) was conducted to investigate the concept of brand anthropomorphism and human-like brands. This review identifies and synthesizes two diverse research traditions-designed brand anthropomorphism and perceived brand anthropomorphism-on the basis of complementary yet unique features of both traditions. We outline the fundamental issues and the key limitations in the existing literature and provide recommendations for future research.

Authors

I am an author on this paper
Click your name to claim this paper and add it to your profile.

Reviews

Primary Rating

4.7
Not enough ratings

Secondary Ratings

Novelty
-
Significance
-
Scientific rigor
-
Rate this paper

Recommended

No Data Available
No Data Available