The Mechanism of the Effect of Anthropomorphized Brand Education on Brand Loyalty

Xiaolin Li; Hangrong Li; Xinwei Zhang; Yutong Wang

doi:10.2991/978-94-6463-506-5_26

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The Mechanism of the Effect of Anthropomorphized Brand Education on Brand Loyalty

Authors

Xiaolin Li¹, Hangrong Li¹, Xinwei Zhang¹, Yutong Wang²^{, *}

¹Guangdong University of Finance & Economics, Guangdong, 510200, China

²Guangzhou College of Technology and Business, Guangdong, 510200, China

^*Corresponding author. Email: 191070464@qq.com

Corresponding Author

Yutong Wang

Available Online 2 September 2024.

DOI: 10.2991/978-94-6463-506-5_26 How to use a DOI?
Keywords: Anthropomorphic brand education; Self-esteem; Brand loyalty
Abstract: This paper proposes anthropomorphic brand education on the basis of anthropomorphism, and divides the anthropomorphic brand education into two categories: functional anthropomorphic brand education and hedonic anthropomorphic brand education. This article examines how branding influences consumers through anthropomorphic brand education and attempts to explore which kind of anthropomorphic brand education has a more significant effect on brand loyalty and the role of self-esteem in regulating this process. Through empirical research, the impact of different types of anthropomorphic brand education on brand loyalty is analyzed, and self-esteem can play a regulatory role. Consumers with high self-esteem demonstrate more than they do with functional anthropomorphic brand education under hedonic anthropomorphic brand education. Higher brand loyalty, but not much difference in the case of low self-esteem.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)
Series: Advances in Economics, Business and Management Research
Publication Date: 2 September 2024
ISBN: 978-94-6463-506-5
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-506-5_26 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Xiaolin Li
AU  - Hangrong Li
AU  - Xinwei Zhang
AU  - Yutong Wang
PY  - 2024
DA  - 2024/09/02
TI  - The Mechanism of the Effect of Anthropomorphized Brand Education on Brand Loyalty
BT  - Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)
PB  - Atlantis Press
SP  - 228
EP  - 235
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-506-5_26
DO  - 10.2991/978-94-6463-506-5_26
ID  - Li2024
ER  -

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