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2021, Vol: 8, Issue: 2
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Research Article 


ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal.

Abstract
Anthropomorphism is omnipresent in marketing. Marketers animate, personify and practice the ―pathetic fallacy‖ with freedom which includes anthropomorphize spokes-character like Tony the Tiger and the esteemed Michelin Man. Moreover, products we maintain have life cycles because many consumers love their brands and form relationship with the brand in a similar way as they form with other people in a society, as well as consumer attributes distinctive personality traits to their brands. Therefore, this study is an attempt to make contribution in the literature of anthropomorphic marketing by exploring various domains where how brand is humanized by marketing practitioner and by consumer‘s to build strong consumer brand relationship.

Key words: Brand Anthropomorphism, Brand Personality, Brand Self Congruity


 
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How to Cite this Article
Pubmed Style

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal. ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER. JCR. 2020; 7(19): 4894-4900. doi:10.31838/jcr.07.19.574

Web Style

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal. ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER. http://www.jcreview.com/?mno=127863 [Access: April 17, 2021]. doi:10.31838/jcr.07.19.574

AMA (American Medical Association) Style

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal. ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER. JCR. 2020; 7(19): 4894-4900. doi:10.31838/jcr.07.19.574


Vancouver/ICMJE Style

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal. ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER. JCR. (2020), [cited April 17, 2021]; 7(19): 4894-4900. doi:10.31838/jcr.07.19.574


Harvard Style

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal (2020) ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER. JCR, 7 (19), 4894-4900. doi:10.31838/jcr.07.19.574


Turabian Style

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal. 2020. ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER. Journal of Critical Reviews, 7 (19), 4894-4900. doi:10.31838/jcr.07.19.574


Chicago Style

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal. "ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER." Journal of Critical Reviews 7 (2020), 4894-4900. doi:10.31838/jcr.07.19.574


MLA (The Modern Language Association) Style

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal. "ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER." Journal of Critical Reviews 7.19 (2020), 4894-4900. Print. doi:10.31838/jcr.07.19.574


APA (American Psychological Association) Style

Ms. Shivani Agrawal, Dr. Naval Bajpai, Dr. Utkal Khandelwal (2020) ANTHROPOMORPHISM IN MARKETING: BRAND AS A HUMAN, BRAND JUST LIKE ME, AND BRAND AS A PARTNER. Journal of Critical Reviews, 7 (19), 4894-4900. doi:10.31838/jcr.07.19.574


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