Details

Autor(en) / Beteiligte

• Agrawal, Shivani
• Khandelwal, Utkal
• Bajpai, Naval

Titel

Anthropomorphism in advertising: the effect of media on audience attitude

Ist Teil von

• Journal of marketing communications, 2021-11, Vol.27 (8), p.799-815

Ort / Verlag

London: Routledge

Erscheinungsjahr

2021

Quelle

Business Source Ultimate【Trial: -2024/12/31】【Remote access available】

Beschreibungen/Notizen

• In this paper, we have glanced into how the nonhuman entity is imagined, seen, experienced, and managed accordingly either by a consumer or by marketers. Further, we investigated the effects of media through magazine, television, and radio on broad-spectrum outcomes of anthropomorphic advertising effectiveness. Here, we have used 3 × 2 mixed factorial design and investigated empirical result that audience experienced to repetition of anthropomorphic ads on multiple-media condition of magazine, television, and radio have a greater impact on brand anthropomorphism, message credibility, ad engagement, attitude towards ad and attitude towards brand and purchase intention than audience experiences same ads in single medium under both level of product involvement.