The DOI matches its Crossref record; 60 of the 60 references it cites were found in a registry or an index.
When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings
Abstract
The brand relationship literature shows that the humanizing of brands and products generates more favorable consumer attitudes and thus enhances brand performance. However, the authors propose negative downstream consequences of brand humanization; that is, the anthropomorphization of a brand can negatively affect consumers’ brand evaluations when the brand faces negative publicity caused by product wrongdoings. They find that consumers who believe in personality stability (i.e., entity theorists) view anthropomorphized brands that undergo negative publicity less favorably than nonanthropomorphized brands. In contrast, consumers who advocate personality malleability (i.e., incremental theorists) are less likely to devalue an anthropomorphized brand from a single instance of negative publicity. Finally, the authors explore three firm response strategies (i.e., denial, apology, and compensation) that can affect the evaluations of anthropomorphized brands for consumers with different implicit theory perspectives. They find that entity theorists have more difficulty in combating the adverse effects of brand anthropomorphization than incremental theorists. Furthermore, they demonstrate that compensation (vs. denial or apology) is the only effective response among entity theorists.
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Cites
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Cited by
van Doorn, J., Mende, M., Noble, S. M., Hulland, J., Ostrom, A. L., Grewal, D., & Petersen, J. A. (2017) · Journal of Service Research · doi:10.1177/1094670516679272 · Cited by 1,344
Managing Brands in the Social Media Environment
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.09.004 · Cited by 911
Customer service chatbots: Anthropomorphism and adoption
Sheehan, B., Jin, H. S., & Gottlieb, U. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.04.030 · Cited by 667
Exploring positively- versus negatively-valenced brand engagement: a conceptual model
D. Hollebeek, L., & Chen, T. (2014) · Journal of Product & Brand Management · doi:10.1108/jpbm-06-2013-0332 · Cited by 516
To Err Is Human(-oid): How Do Consumers React to Robot Service Failure and Recovery?
Choi, S., Mattila, A. S., & Bolton, L. E. (2021) · Journal of Service Research · doi:10.1177/1094670520978798 · Cited by 502
Metadata
- Authors
- Puzakova, M., Kwak, H., & Rocereto, J. F.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2013-05
- Volume
- 77
- Issue
- 3
- Pages
- 81-100
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2150908140
- Cited by
- 388
- References
- 60
- FWCI
- 21.94
- Type
- journal article
- Language
- en
- Open access
- closed
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- Puzakova, M., Kwak, H., & Rocereto, J. F. (2013). When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings. Journal of Marketing. https://doi.org/10.1509/jm.11.0510
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
