Zheng, Bing and Li, Ruoju and Wang, Chun and Yuan, Anfu (2024) Research on the Influence of Brand Anthropomorphim on Consumer Brand Attitudes. In: Proceedings of the 3rd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2024, March 29–31, 2024, Wuhan, China.
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Abstract
Based on the information fluency theory, this paper explores the influence of the interaction between brand anthropomorphim (competence vs. warmth) and product type (utilitarian vs. hedonic) on consumers' brand attitude and the moderating effect of the level of need for cognition. The results show t
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 17:39 |
| Last Modified: | 16 Apr 2026 23:27 |
| URI: | http://eprints.eai.eu/id/eprint/49268 |
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