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Anthropomorphic Brand Voice in Brand-Consumer Interactions
Anthropomorphic Brand Voice in Brand-Consumer Interactions
상세정보
- 자료유형
- 학위논문 서양
- 최종처리일시
- 20260202103028
- ISBN
- 9798315720270
- DDC
- 005
- 저자명
- Oba, Demi.
- 서명/저자
- Anthropomorphic Brand Voice in Brand-Consumer Interactions
- 발행사항
- [Sl] : Duke University, 2025
- 발행사항
- Ann Arbor : ProQuest Dissertations & Theses, 2025
- 형태사항
- 131 p
- 주기사항
- Source: Dissertations Abstracts International, Volume: 86-11, Section: B.
- 주기사항
- Advisor: Fitzsimons, Gavan.
- 학위논문주기
- Thesis (Ph.D.)--Duke University, 2025.
- 초록/해제
- 요약In this dissertation, I explore the relational consequences of anthropomorphic brand voice in brand-consumer interactions. In the first essay, I demonstrate that brand teasing affects consumers perceptions of and relationships with a teasing brand. Specifically, I show that teasing, over and above mere humor, anthropomorphizes a teasing brand and, when that teasing is prosocial, leads to heightened self-brand connection. I explore these effects in eleven studies using data scraped from Twitter and TikTok, lab experiments, and data generated by large language models. In the second essay, I explore "bids for engagement" as another uniquely anthropomorphic form of brand communication. Specifically, I find that when brands ask consumers to engage (i.e., make a bid for consumer engagement), consumers associate these requests with interpersonal bids for connection and, as a result, anthropomorphize the bidding brand. This results in brands being held to a higher standard of connection, leading to heightened (decreased) brand attitudes when a consumer's engagement is subsequently recognized (unrecognized). I demonstrate these effects in 9 studies, two of which make use of scraped data from twitter and Instagram.
- 일반주제명
- Web studies
- 일반주제명
- Information technology
- 키워드
- 키워드
- 기타저자
- Duke University Business Administration
- 기본자료저록
- Dissertations Abstracts International. 86-11B.
- 전자적 위치 및 접속
- 로그인 후 원문을 볼 수 있습니다.
MARC
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■020 ▼a9798315720270
■035 ▼a(MiAaPQ)AAI31845578
■040 ▼aMiAaPQ▼cMiAaPQ
■0820 ▼a005
■1001 ▼aOba, Demi.
■24510▼aAnthropomorphic Brand Voice in Brand-Consumer Interactions
■260 ▼a[Sl]▼bDuke University▼c2025
■260 1▼aAnn Arbor▼bProQuest Dissertations & Theses▼c2025
■300 ▼a131 p
■500 ▼aSource: Dissertations Abstracts International, Volume: 86-11, Section: B.
■500 ▼aAdvisor: Fitzsimons, Gavan.
■5021 ▼aThesis (Ph.D.)--Duke University, 2025.
■520 ▼aIn this dissertation, I explore the relational consequences of anthropomorphic brand voice in brand-consumer interactions. In the first essay, I demonstrate that brand teasing affects consumers perceptions of and relationships with a teasing brand. Specifically, I show that teasing, over and above mere humor, anthropomorphizes a teasing brand and, when that teasing is prosocial, leads to heightened self-brand connection. I explore these effects in eleven studies using data scraped from Twitter and TikTok, lab experiments, and data generated by large language models. In the second essay, I explore "bids for engagement" as another uniquely anthropomorphic form of brand communication. Specifically, I find that when brands ask consumers to engage (i.e., make a bid for consumer engagement), consumers associate these requests with interpersonal bids for connection and, as a result, anthropomorphize the bidding brand. This results in brands being held to a higher standard of connection, leading to heightened (decreased) brand attitudes when a consumer's engagement is subsequently recognized (unrecognized). I demonstrate these effects in 9 studies, two of which make use of scraped data from twitter and Instagram.
■590 ▼aSchool code: 0066.
■650 4▼aWeb studies
■650 4▼aInformation technology
■653 ▼aTwitter
■653 ▼aInstagram
■653 ▼aAnthropomorphic brand voice
■653 ▼aBrand-consumer interactions
■690 ▼a0338
■690 ▼a0489
■690 ▼a0454
■690 ▼a0646
■71020▼aDuke University▼bBusiness Administration.
■7730 ▼tDissertations Abstracts International▼g86-11B.
■790 ▼a0066
■791 ▼aPh.D.
■792 ▼a2025
■793 ▼aEnglish
■85640▼uhttp://www.riss.kr/pdu/ddodLink.do?id=T17356748▼nKERIS▼z이 자료의 원문은 한국교육학술정보원에서 제공합니다.
