Antropomorfizacija znamk : preverjanje zanesljivosti in veljavnosti dveh izbranih načinov merjenja

slovenian

2018

volume 13, issue 27

Društvo za marketing Slovenije
(Obvezni izvod spletne publikacije)

This paper investigates the concept of brand anthropomorphism by examining the ways of measuring this phenomenon from theoretical and empirical perspectives. Drawing on the literature, the paper proposes two ways of measuring brand anthropomorphism, and introduces two instruments for its measurement. Both instruments are tested with a quantitative research on the data gathered from 464 Slovenian consumers. The results show that both proposed measures are reliable and valid. By establishing two valid and reliable instruments for measuring the extent to which consumers perceive a specific brand as human-like, this study contributes to marketing academia and practice. The results of the study also confirm the positive influence of brand anthropomorphism on consumers' emotional commitment and thus accentuate its role in establishing consumer-brand relationships.

26.05.2020