ANTHROPOMORPHISM IN ACTION: HOW CONSUMERS FORM RELATIONSHIPS WITH HUMANIZED BRANDS

Authors

  • Kai L. Weber Assistant Professor, Department of Marketing, University of Munich, Germany

Keywords:

Brand personification, marketing communication, human attributes, brand persona, consumer connection.

Abstract

Brand personification is a vital concept in marketing communication, wherein brands are endowed with human attributes to create a relatable, living persona. This practice, spanning various aspects of human characteristics, enables brands to establish a deeper connection with consumers. This paper delves into the intricate world of brand personification, shedding light on its diverse manifestations and its significance in marketing strategy.

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Published

2024-06-05

Issue

Vol. 10 No. 2 (2022)

Section

Articles