Brand Love & the Ideal Self : The Function of Anthropomorphism in Brand Love

ISBN-13: 9783659951541 / Angielski / Miękka / 2016 / 76 str.

Toby Donaldson

Opis

Marketing can be most fascinating where it crosses over with the field of psychology, a crossover that appears regularly in modern marketing. This book looks into the function of human style relationship facets when applied to brands, through a brand love relationship. It attempts to unpick the function of anthropomorphism in these relationships, where human traits cross over and apply to non-human entities, such as brands, creating stronger bonds. This is a concept used inadvertently or not my many brands today, but looking into its function may be able to make it practically applicable to many others. As a classic concept, come more to light in recent years named as 'Brand Personality', this concept has been around since the dawn of what we know as the brand. This study seeks to understand its function, and the key triggers that define the formation of this relationship. The study tests on key human relationship facets that have been shown to run alongside a brand love relationship, such as the ideal self and positive psychology.

O autorze

Toby Donaldson read psychology at Leeds University and marketing at the Instituto Universitário de Lisboa, Portugal & Lunds Universitets, Sweden. He currently lives in Berlin and works in marketing for a startup.