Antropomorfisme Merek dalam Kajian Filsafat Ilmu
DOI:
https://doi.org/10.30587/jurnalmanajerial.v10i1.4666Keywords:
Philosophy, Brand, Anthropomorphism, Epistemology, Ontology, AxiologyAbstract
Background – Anthropomorphism refers to the customer's tendency to think of a human characteristic that is in a product or brand and has become a brand positioning strategy that has received attention in marketing research in recent years. Anthropomorphism strategy is needed and becomes an effective alternative strategy in marketing communication, but there is some debate about the success of anthropomorphism strategy in marketing communication. The discrepancy in the findings of the debate makes the anthropomorphism strategy interesting for further research, especially on consumer attitudes.
Aim – Anthropomorphism concept is very important in developing a brand for the consumers. Marketing strategies can provide information about the introduction and market’s problems, provide information on alternative solutions, analysis of alternative solutions, and evaluation. The anthropomorphism strategy is used to get closer and communicate the brand to the consumers. This study develops a conceptual framework that describes the philosophy of science about brand anthropomorphism from a marketing perspective.
Design/methodology/approach – This study uses secondary data in the form of literature studies and mapping on 78 articles published in Scopus-indexed journals, especially Q1 and Q2 for 47 years from 1975 to 2021. The framework is presented in 3 main aspects that are ontology, epistemology, and axiology. That aspect is discussed in depth in accordance with the development of existing scientific studies.
Findings – Brand anthropomorphism is one of the most effective marketing strategies to bring brands closer to their consumers. This study found the antecedents and consequences of brand anthropomorphism, such as brand image congruity, anthropomorphic advertisement, customer intention, willingness to register, etc. These findings, theoretically, it is expected to provide a roadmap for further anthropomorphism research and practice as the input in determining marketing strategies for companies.
Research implication – A conceptual model of brand anthropomorphism is presented with an explanation of the influencing factors and the factors that are influenced. This study can help for further research about anthropomorphism.
Limitations – This study only refers to Scopus Q1 and Q2 for 47 years from 1975 until 2021.
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Fournier, S., & Alvarez, C. (2012). Brands as relationship partners: Warmth, competence, and in-between. Journal of Consumer Psychology, 22(2), 177–185.
Golossenko, A., Pillai, K. G., & Aroean, L. (2020). Seeing brands as humans: Development and validation of a brand anthropomorphism scale. International Journal of Research in Marketing, 37(4), 737–755. https://doi.org/10.1016/j.ijresmar.2020.02.007
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Haslam, N., & Loughnan, S. (2014). Dehumanization and infrahumanization. Annual Review of Psychology, 65, 399–423. https://doi.org/10.1146/annurev-psych- 010213-11504s
Hsieh, M.-H., Li, X. (Bo), Jain, S. P., & Swaminathan, V. (2021). Self-construal drives preference for partner and servant brands. Journal of Business Research, 129, 183–192. https://doi.org/10.1016/j.jbusres.2021.02.054
Huang, F., Wong, V. C., & Wan, E. W. (2019). The Influence of Product Anthropomorphism on Comparative Judgment. Journal of Consumer Research, ucz028. https://doi.org/10.1093/jcr/ucz028
Hur, J. D., Koo, M., & Hofmann, W. (2015). When temptations come alive: How anthropomorphism undermines self-control. Journal of Consumer Research, 42(2), 340–358. https://doi.org/10.1093/jcr/ucv017
Jeong, H. J., & Kim, J. (2021). Human-like versus me-like brands in corporate social responsibility: The effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands. Journal of Brand Management, 28(1), 32–47. https://doi.org/10.1057/s41262-020-00212-8
Kara, S., Gunasti, K., & Ross, W. T. (2020). My brand identity lies in the brand name: Personified suggestive brand names. Journal of Brand Management, 27(5), 607–621. https://doi.org/10.1057/s41262-020-00201-x
Karanika, K., & Hogg, M. K. (2020). Self–object relationships in consumers’ spontaneous metaphors of anthropomorphism, zoomorphism, and dehumanization. Journal of Business Research, 109, 15–25. https://doi.org/10.1016/j.jbusres.2019.10.005
Khenfer, J., Shepherd, S., & Trendel, O. (2020). Customer empowerment in the face of perceived Incompetence: Effect on preference for anthropomorphized brands. Journal of Business Research, 118(December 2018), 1–11. https://doi.org/10.1016/j.jbusres.2020.06.010
Kim, J., & Swaminathan, S. (2021). Time to say goodbye: The impact of anthropomorphism on selling prices of used products. Journal of Business Research, 126, 7887.https://doi.org/10.1016/j.jbusres.2020.12.046
Kim, S., & McGill, A. L. (2011). Gaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception. Journal of Consumer Research, 38(1), 94–107. https://doi.org/10.1086/658148
Kim, T., Sung, Y., & Moon, J. H. (2020). Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence. Telematics and Informatics, 51, 101406. https://doi.org/10.1016/j.tele.2020.101406
Kucuk, S. U. (2020). Reverse (brand) anthropomorphism: The case of brand hitlerization. Journal of Consumer Marketing, 37(6), 651–659. https://doi.org/10.1108/JCM-11-2019-3487
Kwak, H., Puzakova, M., & Rocereto, J. F. (2017). When brand anthropomorphism alters perceptions of justice: The moderating role of self-construal. International Journal of Research in Marketing, 34(4), 851–871. https://doi.org/10.1016/j.ijresmar.2017.04.002
Landwehr, J.R., McGill, A.L. and Herrmann, A. (2011).It’s got the look: The effect offriendly and aggressive ‘facial’ expressions on product liking and sales. Journal ofMarketing 75(3): 132–146.
Law, K. S., Wong, C. -S., &Mobley, W. H. (1998). Toward a taxonomy ofmultidimensional constructs. The Academy ofManagement Review, 23(4), 741–755. https://doi. org/10.2307/259060.
Leary, M. R., Kelly, K. M., Cottrell, C. A., & Schreindorfer, L. S. (2013). Construct Validity of the Need to Belong Scale: Mapping the Nomological Network. Journal of Personality Assessment, 95(6), 610–624. https://doi.org/10.1080/00223891.2013.819511
Lee, S. (Ally), & Oh, H. (2021). Anthropomorphism and its implications for advertising hotel brands. Journal of Business Research, 129, 455–464. https://doi.org/10.1016/j.jbusres.2019.09.053
Leyens, J. -P., Rodriguez-Perez, A., Rodriguez-Torres, R., Gaunt, R., Paladino, M. -P., Vaes, J., & Demoulin, S. (2001). Psychological essentialism and the differential attri- bution of uniquely human emotions to ingroups and outgroups. European Journal ofSocial Psychology, 31(4), 395–411. https://doi.org/10.1002/ejsp.50.
Li, L., Freeman, G., & Wohn, D. Y. (2021). The Interplay of Financial Exchanges and Offline Interpersonal Relationships through Digital Peer-to-Peer Payments. Telematics and Informatics, 63(June), 101671. https://doi.org/10.1016/j.tele.2021.101671
Luxton, S., Reid, M., & Mavondo, F. (2017). IMC capability: Antecedents and implications for brand performance. European Journal of Marketing, 51(3), 421–444. https://doi.org/10.1108/EJM-08-2015-0583
MacInnis, D. J., & Folkes, V. S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 27(3), 355–374. https://doi.org/10.1016/j.jcps.2016.12.003
May, F., & Monga, A. (2014). When time has a will of its own, the powerless don’t have the will to wait: Anthropomorphism of time can decrease patience. Journal of Consumer Research, 40(5), 924–942. https://doi.org/10.1086/673384.
Moreno, A., Jabreel, M., & Huertas, A. (2015). Automatic Analysis of the Communication of Tourist Destination Brands through Social Networks. 2015 10th International Conference on Intelligent Systems and Knowledge Engineering (ISKE), 546–553. https://doi.org/10.1109/ISKE.2015.22
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Published
2023-01-27
How to Cite
pramesti, diesyana ajeng, & harsono, mugi. (2023). Antropomorfisme Merek dalam Kajian Filsafat Ilmu. Jurnal Manajerial, 10(01), 56–80. https://doi.org/10.30587/jurnalmanajerial.v10i1.4666
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P-ISSN: 2354-8592 __ E-ISSN: 2621-5055 
