Anthropomorphic brand management: An integrated review and research agenda

Sharma, M.P.; Rahman, Zillur

doi:10.1016/j.jbusres.2022.05.039

Cited by 28 publications

(30 citation statements)

References 111 publications

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“…The research starts with understanding the nature of brand trust and brand love for providing conceptual clarity of the two concepts, and their relationships and justification for applying the perspective of CET for development of the relationship in an uncertain market environment. Moreover, uncertain market environment due to the COVID-19 situation and the brand anthropomorphism concept, that is, perceiving brand as having human characteristics (Sharma and Rahman, 2022), enable development of a conceptual framework for transition of brand trust to brand love. This study explores the interface of brand trust, uncertain market situation and development of emotional element of brand love to understand potential interrelations.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Conceptual Frameworkmentioning

confidence: 99%

“…The concept that brand anthropomorphism is related to perceiving brand as a human being (Sharma and Rahman, 2022) allowed inclusion of cognitive and emotion aspects into branding research. Puzakova et al (2009, p. 413) defined brand anthropomorphism as "brands perceived by consumers as actual human beings with various emotional states, mind, soul and conscious behaviours, that can act as prominent members of social ties".…”

Section: Relationship Of Brand Trust (Cognition) and Brand Love (Emot...mentioning

confidence: 99%

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A framework for transitioning brand trust to brand love

Marmat

2023

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PurposeThis study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).Design/methodology/approachSince brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.FindingsFindings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.Research limitations/implicationsThis research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.Originality/valueThe current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Conceptual Frameworkmentioning

confidence: 99%

Section: Relationship Of Brand Trust (Cognition) and Brand Love (Emot...mentioning

confidence: 99%

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A framework for transitioning brand trust to brand love

Marmat

2023

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“…In the age of globalization and digitalization, business communities recognize the increasing difficulty of engaging, attracting attention and retaining relevant audiences. Consequently, businesses are developing new branding strategies that prioritize emotional content and adopt a "humanistic perspective" (Datta and Mukherjee, 2022;Sharma and Rahman, 2022). In this context, the power of family business (FB) brands is gaining increasing attention in both marketing and management research and business practice, as the family nature of the A corporate brand is defined as a name, logotype, or trademark through which the values and cultural roots of the organization are communicated, making it instantly recognizable among its audience (Balmer, 2001).…”

Section: Introductionmentioning

confidence: 99%

The family business brand: cross-fertilization between fields

Castro

Maseda

Iturralde

et al. 2023

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PurposeFollowing a bibliometric approach, this study examines research on brand and branding in family businesses (FBs) to identify influential sources and main areas of knowledge, proposes an integrative framework that provides a holistic perspective of this field with an interdisciplinary cross-fertilization view and explores new avenues for future research and practice.Design/methodology/approachBased on 449 bibliographic references retrieved from the Web of Science database through a systematic process, the authors employed bibliographic coupling analysis to visualize the relationships among key works in the field and subsequently performed a literature review to deepen the analysis.FindingsThe bibliographic coupling analysis structured the existing research into six thematic clusters. Four of them follow an internal perspective and focus on FB identity and its influence on the construction of corporate brand identity, whereas the other two follow an external perspective that explores how FB brands are communicated and perceived by stakeholders and the influence of corporate brands and branding on FB image and reputation. Drawing from an in-depth review of the literature, this study offers a novel integrative framework, together with a set of proposals with managerial and theoretical implications.Practical implicationsThe proposed framework aims to clarify the relationship between internal identity and management to build and communicate a FB brand. The study also shows the symbiosis that exists among family values, corporate reputation, brand equity and awareness in FBs. The existing interconnection between the family and business generates unique associations that are difficult to imitate.Originality/valueThis study is the first documented attempt at a bibliometric analysis of brands and branding in FBs, which serves to clarify the linkages between different research streams and connecting marketing, organization and FB literature to guide future research. Moreover, the integrative framework provides researchers and practitioners with a better understanding of its scope, highlighting the importance of corporate brand strategies beyond the boundaries of marketing departments.

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“…The ability to adapt quickly and accurately by involving various digital media and marketing technologies will have a positive influence on the company (Rakshit et al, 2022). Integrated Marketing Communication (IMC), is the process of developing and implementing various forms of persuasive communication programs to customers and prospective customers on an ongoing basis (Sharma & Rahman, 2022).…”

Section: Introductionmentioning

confidence: 99%

Systematic Analysis of Integrated Marketing Communication Research

Pahlevi

Nurcahyo²

2022

pemasaran

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This study aims to analyze international scientific articles for integrated marketing communication research systematically, both from the perspective of themes, research locations and subjects, as well as the research methods used. This study reviewed 149 scientific articles and presented four main findings. First. The first theme in marketing communications research is integrated with marketing communications and customer relationship management, the second theme deals with the concept known as value added of the plans developed for the role of communication. Second, the questionnaire is a data collection that is predominantly used. Third, research on integrated marketing communications, both in developing and developed countries, has almost the same number of studies. Fourth, based on the bibliometric technique using Vosviewer, it is divided into four clusters and recommends further research agendas to elaborate theoretical and methodological aspects by testing the four themes. By exploring these four themes, it will contribute further to the development of integrated marketing communications in the future.

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Anthropomorphic brand management: An integrated review and research agenda

Cited by 28 publications

References 111 publications

A framework for transitioning brand trust to brand love

A framework for transitioning brand trust to brand love

The family business brand: cross-fertilization between fields

Systematic Analysis of Integrated Marketing Communication Research

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