Research On The Influence Of Anthropomorphic Advertising On Consumer's Brand Attachment

Brand anthropomorphism refers to giving people the characteristics of people in society,such as thoughts,feelings,value orientations,interpersonal relationships,etc.,so that people regard brands as people.At present,in the face of increasingly fierce market competition,the marketing method of anthropomorphic advertising has gradually become an important choice for marketers.It can not only bring consumers closer to the brand,but also help the brand achieve more precise positioning.Throughout the consumer market,there are both cool and friendly anthropomorphic products,such as KuEr drinks and QuDuoduo biscuits,as well as KangTaike capsules,Gatorade beverages and other brand-name products that are professional and capable.They all outline for consumer character of a living dragon.With the deepening of brand relationship research and marketing applications,many companies have increased their investment in emotional construction of products.Although there have been studies in the academic circles that anthropomorphic advertising can positively enhance consumers' brand attachment emotions,in reality,the images in anthropomorphic brand advertisements are different and each has its own characteristics.Consumers are likely to love different types of anthropomorphic advertisements and the degree is also different.So what are the factors that influence consumers' different levels of affection for different anthropomorphic brands? For different types of anthropomorphic advertisements,what are the preferences of consumers with different characteristics? After combing the research literature on brand anthropomorphism,this paper draws on the stereotype content model and divides the anthropomorphic advertisement into warm and capable.This paper conducts experimental design,forms questionnaires and issues,collects data and uses SPSS software for data analysis,trying to explain the role of different types of anthropomorphic advertising on brand attachment.Specifically,this study manipulates different anthropomorphic brand images through advertising formats,and designs two experiments to validate the proposed hypotheses.The results of empirical studies show that warm anthropomorphism stimulates consumers to a higher degree of brand attachment than competing anthropomorphic advertising.The main reason for this difference is that warm anthropomorphic advertising is more likely to triggerconsumer's personal brand identity and social brand identity than capable anthropomorphic advertising.For a competency-like advertising,independent consumers will have a higher degree of attachment than interdependent consumers;in the face of warm anthropomorphic advertising,there is no significant difference.Finally,based on the research results,this paper puts forward marketing suggestions and strategies related to anthropomorphic image and consumer traits,and further summarizes the limitations of this research and future research directions.