The relationship between brand anthropomorphism, brand love, and brand advocacy. Moderate role of self-brand connection in brand distribution

Purpose: The article focuses on studying the impact of brand anthropomorphism, and brand love, on brand advocacy, and at the same time the moderate role of brand self-connection in the process of customers' perception of the brand, especially the brand distribution. The survey subjects are cust...

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Tác giả chính:	Ngoc Dan Thanh, NGUYEN
Đồng tác giả:	Thuy Anh, TRINH
Định dạng:	Journal Article
Ngôn ngữ:	English
Thông tin xuất bản:	Korea Distribution Science Association (한국유통과학회) 2023
Chủ đề:	Brand anthropomorphism Brand love Brand advocacy Self-brand connection Distribution
Truy cập trực tuyến:	https://digital.lib.ueh.edu.vn/handle/UEH/70381 https://doi.org/10.15722/jds.21.03.202303.37
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spelling	oai:localhost:UEH-703812023-11-29T08:45:24Z The relationship between brand anthropomorphism, brand love, and brand advocacy. Moderate role of self-brand connection in brand distribution Ngoc Dan Thanh, NGUYEN Thuy Anh, TRINH Brand anthropomorphism Brand love Brand advocacy Self-brand connection Distribution Purpose: The article focuses on studying the impact of brand anthropomorphism, and brand love, on brand advocacy, and at the same time the moderate role of brand self-connection in the process of customers' perception of the brand, especially the brand distribution. The survey subjects are customers with millennial consumers in Ho Chi Minh City, who have the behavior of buying brands in the smart mobile device industry many times with a specific brand in terms of brand distribution. Results: The findings show that Brand anthropomorphism and brand love are crucial factors to impact brand advocacy and the role of self-brand connection also is a confirmed positive effect on the relationship between brand anthropomorphism and brand love. Research design, data, and methodology: The article uses quantitative research to test the model and research hypotheses. The way to collect quantitative data is to use questionnaires with 1531 samples in Ho Chi Minh City, Vietnam. Conclusion: The research results can help businesses build a long-term brand strategy and expect to get new rewards and value from customers. They can also add to the theory about the relationship between brands and customers. 2023-11-29T08:45:24Z 2023-11-29T08:45:24Z 2023 Journal Article 1738-3110 (Print), 2093-7717(Online) https://digital.lib.ueh.edu.vn/handle/UEH/70381 https://doi.org/10.15722/jds.21.03.202303.37 en Journal of Distribution Science Vol. 21, Issue 3 none Portable Document Format (PDF) 37 46 Korea Distribution Science Association (한국유통과학회)
institution	Đại học Kinh tế Thành phố Hồ Chí Minh
collection	DSpaceUEH
language	English
topic	Brand anthropomorphism Brand love Brand advocacy Self-brand connection Distribution
spellingShingle	Brand anthropomorphism Brand love Brand advocacy Self-brand connection Distribution Ngoc Dan Thanh, NGUYEN The relationship between brand anthropomorphism, brand love, and brand advocacy. Moderate role of self-brand connection in brand distribution
description	Purpose: The article focuses on studying the impact of brand anthropomorphism, and brand love, on brand advocacy, and at the same time the moderate role of brand self-connection in the process of customers' perception of the brand, especially the brand distribution. The survey subjects are customers with millennial consumers in Ho Chi Minh City, who have the behavior of buying brands in the smart mobile device industry many times with a specific brand in terms of brand distribution. Results: The findings show that Brand anthropomorphism and brand love are crucial factors to impact brand advocacy and the role of self-brand connection also is a confirmed positive effect on the relationship between brand anthropomorphism and brand love. Research design, data, and methodology: The article uses quantitative research to test the model and research hypotheses. The way to collect quantitative data is to use questionnaires with 1531 samples in Ho Chi Minh City, Vietnam. Conclusion: The research results can help businesses build a long-term brand strategy and expect to get new rewards and value from customers. They can also add to the theory about the relationship between brands and customers.
author2	Thuy Anh, TRINH
author_facet	Thuy Anh, TRINH Ngoc Dan Thanh, NGUYEN
format	Journal Article
author	Ngoc Dan Thanh, NGUYEN
author_sort	Ngoc Dan Thanh, NGUYEN
title	The relationship between brand anthropomorphism, brand love, and brand advocacy. Moderate role of self-brand connection in brand distribution
title_short	The relationship between brand anthropomorphism, brand love, and brand advocacy. Moderate role of self-brand connection in brand distribution
title_full	The relationship between brand anthropomorphism, brand love, and brand advocacy. Moderate role of self-brand connection in brand distribution
title_fullStr	The relationship between brand anthropomorphism, brand love, and brand advocacy. Moderate role of self-brand connection in brand distribution
title_full_unstemmed	The relationship between brand anthropomorphism, brand love, and brand advocacy. Moderate role of self-brand connection in brand distribution
title_sort	relationship between brand anthropomorphism, brand love, and brand advocacy. moderate role of self-brand connection in brand distribution
publisher	Korea Distribution Science Association (한국유통과학회)
publishDate	2023
url	https://digital.lib.ueh.edu.vn/handle/UEH/70381 https://doi.org/10.15722/jds.21.03.202303.37
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The relationship between brand anthropomorphism, brand love, and brand advocacy. Moderate role of self-brand connection in brand distribution

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