人格
心理学
服务(商务)
广告
品牌知名度
面子(社会学概念)
营销
社会心理学
业务
社会科学
社会学
作者
Yaeri Kim,Kiwan Park,Seojin Stacey Lee
摘要
This research explored the effects of service delivery types (conventional face-to-face service vs. self-service technologies; SSTs) and brand personality (underdog brand vs. top-dog brand) on consumers’ brand attitudes. Study 1 revealed that consumers perceived more anthropomorphic features in underdog brands than in top-dog brands (Hypothesis 1). The anthropomorphic brand personality of an underdog affected consumers’ preferences for service type. The results of Study 2 indicated that consumers preferred face-to-face service to SSTs for underdog brands (Hypothesis 2). The underlying mechanism to explain this phenomenon was revealed by the perceived increased discomfort when using SSTs (Hypothesis 3). These findings offer practical implications for marketing managers in deciding when brand personality should be considered when adopting a new service type.
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