| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 103 === Most of prior literatures indicated that the using of anthropomorphization creates more favorable consumer reactions and thus enhances brand performance; however, a research yet noticed that priming anthropomorphization would put brands at risk. Hence, the present research follows the research of Puzakova, Kwak, and Rocereto (2013b) to examine the negative repercussion. The objective of this research is to gain insight into the influence of brand anthropomorphization in negative publicity through manipulating the type of negative publicity and the attribution of crisis responsibility.
This research conducts two experiments. Study 1 investigates a fictitious brand of a smart phone and Study 2 investigates an existing brand of a household cleaning product. Results of two studies suggest that: (1) When negative publicity happened, an anthropomorphized brand generated more negative brand attitude change; (2) Brand trust played a mediating role between brand anthropomorphization and brand attitude; (3) Performance-related negative publicity resulted in more negative brand attitude change toward an anthropomorphized brand; however, when values-related negative publicity happened, there were no significant differences in brand attitude change toward either an anthropomorphized or a nonanthropomorphized brand ; (4) When a brand was in a victim attribution, there were no significant difference between negative publicity type and brand anthropomorphization; however, when a brand was in an intentional attribution, there were an interaction between negative publicity type and brand anthropomorphization: performance-related negative publicity resulted in more negative brand attitude change toward an anthropomorphized brand ; values-related negative publicity resulted in more negative brand attitude change toward a nonanthropomoiphized brand.
The current research has some contribution to the brand management literature. Although Puzakova et al. (2013b) indicated that the negative consequences of brand anthropomorphization, the present research points out two moderators to show that the negative consequences would not exist in certain circumstances. This research explain the influence of negative publicity on brand anthropomorphization by means of clarifying negative publicity more precisely. Furthermore, this research enhances the understanding of consumers’ processing of negative publicity: brand trust is the psychological mechanism between brand anthropomorphization and brand attitude. These findings share both theoretical and managerial implications.
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