Antropomorfisme Merek dalam Kajian Filsafat Ilmu

D. A. Pramesti, Mugi Harsono
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Abstract

Background – Anthropomorphism refers to the customer's tendency to think of a human characteristic that is in a product or brand and has become a brand positioning strategy that has received attention in marketing research in recent years. Anthropomorphism strategy is needed and becomes an effective alternative strategy in marketing communication,   but   there   is   some  debate  about  the  success  of anthropomorphism strategy in marketing communication. The discrepancy in the findings of the debate makes the anthropomorphism strategy interesting for further research, especially on consumer attitudes. Aim – Anthropomorphism concept is very important in developing a brand for the consumers. Marketing strategies can provide information about the introduction and market’s problems, provide information on alternative solutions, analysis of alternative solutions, and evaluation. The anthropomorphism strategy is used to get closer and communicate the brand to the consumers. This study develops a conceptual framework that describes the philosophy of science about brand anthropomorphism from a marketing perspective. Design/methodology/approach – This study uses secondary data in the form of literature studies and mapping on 78 articles published in Scopus-indexed journals, especially Q1 and Q2 for 47 years from 1975 to 2021. The framework is presented in 3 main aspects that are ontology, epistemology, and axiology. That aspect is discussed in depth in accordance with the development of existing scientific studies. Findings – Brand anthropomorphism is one of the most effective marketing strategies to bring brands closer to their consumers. This study found the antecedents and consequences of brand anthropomorphism, such as brand image congruity, anthropomorphic advertisement, customer intention, willingness to register, etc. These findings, theoretically, it is expected to provide a roadmap for further anthropomorphism research and practice as the input in determining marketing strategies for companies. Research implication – A conceptual model of brand anthropomorphism is presented with an explanation of the influencing factors and the factors that are influenced. This study can help for further research about anthropomorphism.   Limitations – This study only refers to Scopus Q1 and Q2 for 47 years from 1975 until 2021.  
研究科学哲学的品牌拟人化
Anthropomorphism是指顾客倾向于想到产品或品牌中人类的特征,近年来已成为营销研究中备受关注的品牌定位策略。拟人策略在营销传播中是必要的,是一种有效的替代策略,但拟人策略在营销传播中的成功与否存在争议。辩论结果的差异使得拟人化策略值得进一步研究,特别是在消费者态度方面。拟人理念在为消费者开发一个品牌时是非常重要的。营销策略可以提供有关介绍和市场问题的信息,提供关于替代解决方案的信息,分析替代解决方案和评估。通过拟人策略拉近品牌与消费者的距离,与消费者进行沟通。本研究发展了一个概念框架,从市场营销的角度描述品牌拟人化的科学哲学。设计/方法/方法-本研究以文献研究的形式使用二手数据,并绘制了78篇发表在scopus索引期刊上的文章,特别是1975年至2021年的47年Q1和Q2。该框架主要包括本体论、认识论和价值论三个方面。根据现有科学研究的发展,对这方面进行了深入的讨论。品牌拟人化是最有效的营销策略之一,可以拉近品牌与消费者的距离。本研究发现品牌拟人化的前因与后果,如品牌形象一致性、拟人化广告、顾客意向、注册意愿等。从理论上讲,这些发现有望为进一步的拟人化研究和实践提供路线图,作为确定公司营销策略的输入。研究启示-提出了一个品牌拟人化的概念模型,并解释了影响因素和受影响因素。本研究有助于进一步研究拟人论。局限性-本研究仅涉及Scopus Q1和Q2,从1975年到2021年的47年。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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