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

View Statistics Email Alert RSS Feed

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