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Anthropomorphisation and brand complexities

Grönevik, Ruben; Langfeldt, Björn
Master thesis
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URI
http://hdl.handle.net/11250/2453303
Date
2017
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  • Master Thesis [4207]
Abstract
This paper examines the effects of anthropomorphisation on three consumer response outcomes:

Liking, Purchase Intention, and Perceived Value. Results from a quantitative survey show

evidence of a direct effect of anthropomorphisation on Liking. Moreover, complexities of brands

were tested as a moderating factor. The findings reveal a strong indication that less complex

brands are more favourable when they are not humanised and complex brands are more

favourable when they are humanised. This identifies opportunities, but also underlines the threat

of potentially detrimental effects of anthropomorphisation, depending on the brand and type of

product.

The brands’ Facebook presence was manipulated in order to test the effects in a social media

context. It has been concluded that using social media is a cost-efficient and effective means to

anthropomorphise a brand. The authors encourage future researchers to further these findings.

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