The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2021-04-22 DOI:10.1177/09732586211002104

Deependra Singh, N. Bajpai, K. Kulshreshtha

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引用次数: 2

Abstract

This article aims to examine the effect of brand anthropomorphism determinants on the chance of increasing customers’ loving behaviour for the hypermarket brand. For this purpose, the five determinants (brand design, product attributes, brand personification, brand self-congruity [BSC] and brand advertisements) of brand anthropomorphism are explored. Further, the proposed framework is validated with the help of confirmatory factor analysis- structural equation modelling on the sample size of 626 respondents. After that, a logit model is developed for examining the effect of brand anthropomorphism on the probability of customers’ loving/indifferent behaviour for the hypermarket brands using logistic regression analysis. This study is a reasonable effort for investigating the underlying factors of brand anthropomorphism and its influence on customers’ loving behaviour towards the hypermarket brands, which adds a significant contribution to the literature of brand anthropomorphism, customer–brand love and customer–brand relationship.

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品牌拟人化对顾客对印度超市品牌行为的影响

本文旨在检验品牌拟人化决定因素对增加顾客对大卖场品牌喜爱行为的机会的影响。为此，探讨了品牌拟人化的五个决定因素（品牌设计、产品属性、品牌拟人化、品牌自洽性和品牌广告）。此外，在626名受访者样本量的验证性因素分析-结构方程模型的帮助下，对所提出的框架进行了验证。然后，利用逻辑回归分析，建立了一个logit模型来检验品牌拟人化对大卖场品牌顾客爱/淡行为概率的影响。本研究旨在探讨品牌拟人化的潜在因素及其对顾客对大卖场品牌喜爱行为的影响，为品牌拟人化、顾客-品牌喜爱和顾客-品牌关系的研究做出了重要贡献。

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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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.

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