The Mechanism of the Effect of Anthropomorphized Brand Education on Brand Loyalty

Xiaolin Li, Hangrong Li, Xinwei Zhang and Yutong Wang ()
Additional contact information
Xiaolin Li: Guangdong University of Finance & Economics
Hangrong Li: Guangdong University of Finance & Economics
Xinwei Zhang: Guangdong University of Finance & Economics
Yutong Wang: Guangzhou College of Technology and Business

A chapter in Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024), 2024, pp 228-235 from Springer

Abstract: Abstract This paper proposes anthropomorphic brand education on the basis of anthropomorphism, and divides the anthropomorphic brand education into two categories: functional anthropomorphic brand education and hedonic anthropomorphic brand education. This article examines how branding influences consumers through anthropomorphic brand education and attempts to explore which kind of anthropomorphic brand education has a more significant effect on brand loyalty and the role of self-esteem in regulating this process. Through empirical research, the impact of different types of anthropomorphic brand education on brand loyalty is analyzed, and self-esteem can play a regulatory role. Consumers with high self-esteem demonstrate more than they do with functional anthropomorphic brand education under hedonic anthropomorphic brand education. Higher brand loyalty, but not much difference in the case of low self-esteem.

Keywords: Anthropomorphic brand education; Self-esteem; Brand loyalty (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-506-5_26

Ordering information: This item can be ordered from
http://www.springer.com/9789464635065

DOI: 10.2991/978-94-6463-506-5_26

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().