Anthropomorphism and its implications for advertising hotel brands

Lee, Seonjeong (Ally) and Haemoon Oh

Journal of Business Research, 2021, vol. 129, issue C, 455-464

Abstract: Given increased branding competition in the hotel industry, it is imperative to explore the importance of marketing communications in generating desirable customer responses. Building on previous anthropomorphism research, two experiments in this research explore the role of anthropomorphism-based communications for hotel brands. Study 1 investigates the moderating role of sociality via accommodation type, and Study 2 examines the moderating effect of effectance on the relationship between anthropomorphism and customers’ responses via appeal type. These interaction effects enhance perceived warmth, leading to customers’ higher visit intentions. Consistent with the tenets of anthropomorphism, we find anthropomorphism qualifies as an effective hotel communication strategy. Results also provide insights into when anthropomorphism-based communications become more effective in hotel advertising strategies.

Keywords: Anthropomorphism; Hotel advertising; Warmth; Visit intentions; Advertising strategies (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:129:y:2021:i:c:p:455-464

DOI: 10.1016/j.jbusres.2019.09.053

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