Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/24530
Full metadata record
DC FieldValueLanguage
dc.contributor.authorPuzakova, Marina
dc.contributor.authorKwak, Hyokjin
dc.date.accessioned2021-11-01T10:08:58Z
dc.date.available2021-11-01T10:08:58Z
dc.date.issued2021-10-26
dc.identifier.citationMarina Puzakova & Hyokjin Kwak (2021): Two’s Company, Three’s a Crowd: The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender, Journal of Advertising, DOI: 10.1080/00913367.2021.1988774en_US
dc.identifier.urihttps://doi.org/10.1080/00913367.2021.1988774
dc.identifier.urihttp://hdl.handle.net/11718/24530
dc.description.abstractAnthropomorphism in advertising has been shown to create positive advertising and branding outcomes. In this research, we introduce an important internal variation in this ad strategy—advertising a brand as collective- versus solo-anthropomorphized (i.e., the presence of multiple anthropomorphized entities versus one entity). Four studies overall demonstrate that advertising a brand as collective- (versus solo-)anthropomorphized decreases advertising effectiveness. We further show that these two types of brand anthropomorphism significantly interact with gender. That is, our research reveals that women develop lower expectations of relationship closeness with a collective- (versus solo-)anthropomorphized brand, thereby resulting in lower effectiveness of collective anthropomorphic ad appeals. In contrast, we find no detrimental effect of this ad strategy for men. Importantly, our work establishes that explicitly incorporating relationship potential cues in collectively anthropomorphized ad copy or inducing no expectations of close relationships with a brand will attenuate the negative impact of a collective- (versus solo-)anthropomorphized ad appeals on advertising effectiveness.en_US
dc.language.isoenen_US
dc.publisherRoutledge Publishingen_US
dc.relation.ispartofJournal of Advertisingen_US
dc.subjectAnthropomorphismen_US
dc.subjectadvertisingen_US
dc.subjectBrandingen_US
dc.titleTwo’s company, three’s a crowd: the interplay between collective versus solo anthropomorphic brand appeals and genderen_US
dc.typeArticleen_US
Appears in Collections:Journal Articles

Files in This Item:
File Description SizeFormat 
Two s Company Three s a Crowd The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender.pdf
  Restricted Access
Two’s Company, Three’s a Crowd: The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender3.25 MBAdobe PDFView/Open Request a copy


Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.