2026-09-21T22:12:05Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/124603 2026-01-14 col_2142_5131 col_2142_49999 com_2142_5130 com_2142_49998 com_2142_16323

Ham, Chang-Dae Oh, Sang-Hwa Sar, Sela 2024-05 application/pdf en text Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2026-05-01 The student, Masashi Fukada, accepted the attached license on 2024-05-01 at 15:34. The student, Masashi Fukada, submitted this Thesis for approval on 2024-05-01 at 15:37. This Thesis was approved for publication on 2024-05-02 at 16:22. DSpace SAF Submission Ingestion Package generated from Vireo submission #20741 on 2024-09-16 at 00:44:54 The processing of brand anthropomorphism using the elaboration likelihood model: Examining the roles of involvement, warmth, and competence Fukada, Masashi 2024-05-02 Brand Anthropomorphism Involvement Warmth Competence Brand anthropomorphism involves viewing inanimate/non-human products or brand through the lens of a human, giving it human characteristics or emotions that it would otherwise be unable to think/feel. It is a widely used advertising strategy that, despite its extensive use, has mixed results regarding its effectiveness in advertising, marketing, and communications research. Presently however, effectiveness is where much of the literature stops; brand anthropomorphism research has yet to fully explore the “how” and “why” of the complicated ways in which it affects consumers. This research aims to contribute to this less investigated area of brand anthropomorphism is by approaching it with a consumer-centric vantage point. The Elaboration Likelihood Model is introduced as a means to study how consumers process brand anthropomorphism, focusing on the “routes” (central or peripheral) in which consumers process it and giving special attention to the concepts of involvement (high or low) and brand anthropomorphism as a potential peripheral cue. The interaction of involvement and brand anthropomorphism on consumers’ attitude toward brand, ad, and purchase intention of a product after seeing an advertisement. Additionally, the concepts of warmth and competence are examined both as potential results of this interaction and as mediators between brand anthropomorphism and the aforementioned dependent variables. Results showed that while there was not a significant interaction of brand anthropomorphism and involvement, competence had a significant indirect effect on the relationship between brand anthropomorphism and attitude toward brand, attitude toward ad, and purchase intention. These findings aim to understand more about the “how” and “why” (involvement, warmth/competence) of brand anthropomorphism as a phenomenon by exploring new interactions and effects, adding to an otherwise relatively sparse collection of literature. Text eng https://hdl.handle.net/2142/124603 Copyright 2024 Masashi Fukada M.S. Thesis Advertising University of Illinois at Urbana-Champaign Advertising