Investigating the effect of brand anthropomorphism on brand defense with the mediating role of brand love with the moderating role of attitude towards social distancing (case study: customers of Sen H products)

Mohammadi, Davoud; Ghamkhari, Seyedeh Maasoumeh

Investigating the effect of brand anthropomorphism on brand defense with the mediating role of brand love with the moderating role of attitude towards social distancing (case study: customers of Sen H products)

Document Type : Excerpt from master's thesis

Authors

Davoud Mohammadi ¹

seyedeh maasoumeh Ghamkhari ²

¹ PhD in Business Administration, Ferdowsi University of Mashhad, Mashhad, Iran

² Assistant Professor, Department of Business Management, Payame Noor University, Tehran, Iran

Abstract

This research examines the effect of brand anthropomorphism on brand defense with the mediating role of brand love and the moderating role of attitude towards social distancing. This research, in terms of its purpose, is of the type of applied research, and this research was conducted in a cross-sectional way among survey research. In this research, in order to analyze the data obtained from the questionnaire, in accordance with the statistical needs of the SPSS V24 statistical software and the equations software. pls.V3 structure has been used in the form of descriptive and inferential statistics in the form of linear and multiple regression. The statistical population of this research includes the digital goods customers in Tehran, which cannot be counted. Based on Cochran's formula at a confidence level of 95%, 384 people were selected as a statistical sample using simple random sampling. The results of the research showed that brand anthropomorphism has a significant effect on brand defense with the mediating role of brand love (0.140 ) brand anthropomorphism on brand defense (0.148), brand anthropomorphism on brand love (0.483), brand love on brand defense (0.290) has a significant effect among the customers of Senh products in Tehran, and also the attitude Regarding social distancing in the effect of brand anthropomorphism on brand defense (0.125) Attitude toward social distancing in the effect of brand anthropomorphism on brand love (0.140) Attitude toward social distancing in the effect of brand love on defense From the brand (0.02) it has a moderating role among the customers of Sun H products in Tehran.

Keywords

Attitude towards distancing

brand anthropomorphism

brand defense

brand love

Ali, F., Dogan, S., Amin, M., Hussain, K., & Ryu, K. (2021). Brand anthropomorphism, love and defense: does attitude towards social distancing matter?. The Service Industries Journal, 41(1-2), 58-83.

Amaro, S., Barroco, C., & Antunes, J. (2020). Exploring the antecedents and outcomes of destination brand love. Journal of Product & Brand Management.

Arghashi, V., Bozbay, Z., & Karami, A. (2021). An integrated model of social media brand love: Mediators of brand attitude and consumer satisfaction. Journal of Relationship Marketing, 20(4), 319-348.

Arifin, M., Sukrisno, W. H., Arifin, Z., & Setyorini, W. (2022). LEGAL PROTECTION OF REGISTERED COSMETIC BRAND. UNTAG Law Review, 6(1), 28-38.

Baum, N. M., Jacobson, P. D., & Goold, S. D. (2009). “Listen to the people”: Public deliberation about social distancing measures in a pandemic. The American Journal of Bioethics, 9(11), 4–14

Khoa, D., Wang, C. Y., & Guchait, P. (2020). Using regulatory focus to encourage physical distancing in services: When fear helps to deal with Mr. Deadly COVID-19. The Service Industries Journal, 1–26.

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.

Kurniullah, A. Z., & Aprilia, N. (2019). Design for anti-brand counterfeit and brand protection through a study of semiotics and consumer vals (values and lifestyle). International Journal of Development Research, 9(08), 28929-28937.

Kusuma, R. C. S. D., Abdurohim, A., Augustinah, F., & Hendrayani, E. (2022). ULOS PRODUCT PURCHASE DECISION JUDGING FROM ASPECTS OF PRICE, BRAND LOVE AND CUSTOMER BRAND ENGAGEMENT. SULTANIST: Jurnal Manajemen dan Keuangan, 10(1), 108-119.

Kwon, S., Joshi, A. D., Lo, C. H., Drew, D. A., Nguyen, L. H., Guo, C. G., ... & Chan, A. T. (2021). Association of social distancing and face mask use with risk of COVID-19. Nature Communications, 12(1), 1-10.

Le, M. T. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing-ESIC.

Le, M. T. (2022). Does brand love lead to brand addiction?. Journal of Marketing Analytics, 1-12.

Lee, C. T., & Hsieh, S. H. (2022). Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love. Behaviour & Information Technology, 41(6), 1270-1285.

Liu, F., Wei, H., Zhu, Z., & Chen, H. A. (2022). Warmth or competence: Brand anthropomorphism, social exclusion, and advertisement effectiveness. Journal of Retailing and Consumer Services, 67, 103025.

Lv, X., & Wu, A. (2021). The role of extraordinary sensory experiences in shaping destination brand love: An empirical study. Journal of Travel & Tourism Marketing, 38(2), 179-193.

Ma, J., Tu, H., Zhou, X., & Niu, W. (2021). Can brand anthropomorphism trigger emotional brand attachment?. The Service Industries Journal, 1-24.

Mostafa, M. M., & Albloushy, H. E. (2021). Anthropomorphism and consumer attitudes: a cross-cultural comparison of Kuwait and the USA. International Journal of Comparative Management, 4(1), 71-91.

Pera, R., Viglia, G., Grazzini, L., & Dalli, D. (2019). When empathy prevents negative reviewing behavior. Annals of Tourism Research, 75, 265–278.

Puzakova, M., & Aggarwal, P. (2018). Brands as rivals: Consumer pursuit of distinctiveness and the role of brand anthropomorphism. Journal of Consumer Research, 45(4), 869-888.‏

Qian, M., & Jiang, J. (2020). COVID-19 and social distancing. Journal of Public Health, 1-3.

Regula, T. C. (2010). Game theory of social distancing in response to an epidemic. PLoS Computational Biology, 6(5), e1000793. h

Ridhwan, R. M., Moko, W., & Hadiwidjojo, D. (2021). The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust: A study on Go-Pay users in Go-Jek application in Malang City. International Journal of Research in Business and Social Science (2147-4478), 10(3), 132-138.

Roy, S. K., Singh, G., Japutra, A., & Javed, M. (2021). Circle the wagons: measuring the strength of consumers’ brand defense. Journal of Strategic Marketing, 1-21.‏

Wang, Y. C., Qu, H., & Yang, J. (2019). The formation of sub-brand love and corporate brand love in hotel brand portfolios. International Journal of Hospitality Management, 77, 375–384.

Wilder-Smith, A., & Freedman, D. O. (2020). Isolation, quarantine, social distancing and community containment: Pivotal role for old-style public health measures in the novel coronavirus (2019- nCoV) outbreak. Journal of Travel Medicine, 27(2).

Wilk, V., Soutar, G., & Harrigan, P. (2019). Online brand advocacy (OBA): The development of a multiple item scale. Journal of Product & Brand Management, 29(4), 415–429

Xu, P., Dredze, M., & Broniatowski, D. A. (2020). The twitter social mobility index: Measuring social distancing practices from geolocated tweets. Retrieved August 24, 2020, from https://arxiv.org/ pdf/2004.02397.pdf

Yomoda, K., & Kurita, S. (2021). Influence of social distancing during the COVID-19 pandemic on physical activity in children: A scoping review of the literature. Journal of Exercise Science & Fitness, 19(3), 195-203.

You, Q., & Chen, C. (2021). Analysis on China’s Export Brand Strategy. In E3S Web of Conferences (Vol. 235, p. 02060). EDP Sciences.

Zhang, M., Zhang, G. Y., Gursoy, D., & Fu, X. R. (2018). Message framing and regulatory focus effects on destination image formation. Tourism Management, 69, 397–407.

Zimaglia, A. (2018). Instruments and strategies of online brand protection in China.