Does Seeing Human in Brands Enhance Brand Preference For Socially Disconnected Consumers? Anthropomorphism, Social Exclusion, and Brand Relationship


Grant Data
Project Title
Does Seeing Human in Brands Enhance Brand Preference For Socially Disconnected Consumers? Anthropomorphism, Social Exclusion, and Brand Relationship
Principal Investigator
Dr Wan, Wen Echo   (Principal investigator)
Co-Investigator(s)
Dr Levy Eric   (Co-Investigator)
Duration
30
Start Date
2014-01-01
Completion Date
2016-06-30
Amount
374980
Conference Title
Presentation Title
Keywords
anthropomorphism, social exclusion, brand relationship, social affiliation, efficacy needs
Discipline
Marketing,Psychology
Panel
Business Studies (B) (under H Panel before 2011/12)
Sponsor
RGC General Research Fund (GRF)
HKU Project Code
HKU 792613B
Grant Type
General Research Fund (GRF)
Funding Year
2013/2014
Status
On-going