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| A Study on the Impact of Brand Anthropomorphism on Brand Equity under the SoLoMo Mode |
| WANG Xuhui,FENG Wenqi |
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Abstract Under the mode of SoLoMo, more and more enterprises design their brands or products through various channels to cater to the consumers' anthropomorphic tendency, and have attained good effects on marketing. We selected four brands (M&M's, Air Jordan, Haier, KFC) as the study objects, and collected data by questionnaires, and empirically studied the impact of brand anthropomorphism on brand equity. It was found that the impression clue dimension of brand anthropomorphism has a positive impact on the brand awareness and brand association of brand equity, but has no impact on the perceived quality and brand loyalty; the interactive clue dimension of brand anthropomorphism has a positive impact on all the dimensions of brand equity; social presence has a mediating effect between the interactive clue dimension of brand anthropomorphism on perceived quality and brand loyalty of brand equity. The study also find that the two dimensions of brand anthropomorphism have different impact on the four dimensions of brand equity, and this research is a significant theoretical and practical guidance for enterprises in their brand anthropomorphism strategy.
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Received: 05 May 2016
Published: 15 October 2016
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Corresponding Authors:
WANG Xuhui
E-mail: xhwang666@126.com
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2016, Vol. 
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