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Conference Paper: The influence of social exclusion on consumer preference for anthropomorphized brands
Title | The influence of social exclusion on consumer preference for anthropomorphized brands |
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Authors | |
Issue Date | 2015 |
Citation | The 44th Annual Conference of the European Marketing Academy (EMAC 2015), Leuven, Belgium, 24-27 May 2015. How to Cite? |
Abstract | This research demonstrates that social exclusion increases consumers’ preference for anthropomorphized brands. This effect is mediated by consumers’ perception that the brand serves as a new social affiliation, and is mitigated when consumers have the opportunity to socialize with other people before evaluating and choosing anthropomorphized brands. The current research further shows that socially excluded consumers differ in the types of relationship they would like to build with the anthropomorphized brands, depending on consumers’ attributions of being socially excluded. Specifically, consumers who blame themselves (others) for being socially exclusion and form a negative view towards themselves (others) show greater preferences for anthropomorphized partner (fling) brands. |
Description | Conference Theme: Collaboration in Research |
Persistent Identifier | http://hdl.handle.net/10722/217754 |
DC Field | Value | Language |
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dc.contributor.author | Chen, PR | - |
dc.contributor.author | Wan, WE | - |
dc.contributor.author | Levy, E | - |
dc.date.accessioned | 2015-09-18T06:12:15Z | - |
dc.date.available | 2015-09-18T06:12:15Z | - |
dc.date.issued | 2015 | - |
dc.identifier.citation | The 44th Annual Conference of the European Marketing Academy (EMAC 2015), Leuven, Belgium, 24-27 May 2015. | - |
dc.identifier.uri | http://hdl.handle.net/10722/217754 | - |
dc.description | Conference Theme: Collaboration in Research | - |
dc.description.abstract | This research demonstrates that social exclusion increases consumers’ preference for anthropomorphized brands. This effect is mediated by consumers’ perception that the brand serves as a new social affiliation, and is mitigated when consumers have the opportunity to socialize with other people before evaluating and choosing anthropomorphized brands. The current research further shows that socially excluded consumers differ in the types of relationship they would like to build with the anthropomorphized brands, depending on consumers’ attributions of being socially excluded. Specifically, consumers who blame themselves (others) for being socially exclusion and form a negative view towards themselves (others) show greater preferences for anthropomorphized partner (fling) brands. | - |
dc.language | eng | - |
dc.relation.ispartof | Annual Conference of the European Marketing Academy, EMAC 2015 | - |
dc.title | The influence of social exclusion on consumer preference for anthropomorphized brands | - |
dc.type | Conference_Paper | - |
dc.identifier.email | Wan, WE: ewan@business.hku.hk | - |
dc.identifier.authority | Wan, WE=rp01105 | - |
dc.identifier.hkuros | 251485 | - |