Who are we? The impacts of anthropomorphism and the humanization of nonprofits on brand personality

Keywords

Personality psychology, Personality, Craft, Brand loyalty, Outreach

References

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• Handbook Of Brand RelationshipsDeborah J. MacInnis, C. Whan Park, Joseph W. Priester — 2009
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• Stigmatization, social distance and exclusion because of mental illness: The individual with mental illness as a ‘stranger’Anja Esther Baumann — 2007
• Book Review: Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations, by Walter Wymer, Patricia A. Knowles, and Roger Gomes. Thousand Oaks, CA: Sage, 2006. 384 pp., $79.95Deborah Popely — 2006
• The Concept of Brand Personality as an Instrument for Advanced Non-Profit Branding–An Empirical AnalysisMarkus Voeth, Uta Herbst — 2008
• The effects of nonprofit brand equity on individual giving intention: mediating by the self-concept of individual donorJundong Hou, Lanying Du, Zhilong Tian — 2009
• Dimensions of Brand PersonalityJennifer Aaker — 1997
• When Brand Personality Matters: The Moderating Role of Attachment StylesVanitha Swaminathan, Karen Stilley, Rohini Ahluwalia — 2009
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Cited by

• Brand Image and Awareness in the Third Sector and their Influence on the Intention to DonateArminda Paço, Luı́s Rodrigues, Ricardo Gouveia Rodrigues — 2015
• Individual difference factors related to anthropomorphic tendencyKate Letheren, Kerri-Ann Kuhn, Ian Lings — 2016
• A Imagem e a Consciência da Marca no Terceiro Setor e sua Influência sobre a Intenção de DoarArminda Paço, Luı́s Rodrigues, Ricardo Gouveia Rodrigues — 2015
• The Relation between Consumer and Brand Personality: Example of yemeksepeti.comAhmet Tan, Emre ÇOLAKOĞLU, Emre Oztosun — 2016
• Employee imagination and implications for entrepreneurs: Inspiration from Chinese business enterprisesUsman Talat, Kirk Chang — 2017
• Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social mediaUrška Tuškej, Klement Podnar — 2017
• Role of brand personality and consumer brand identification on hypermarket brand evaluation and loyalty development among Malaysian customersS. R. Nikhashemi — 2015
• Brand in the Philosophical Sense: from Object to PersonArtur Dydrov, Anatoly B. Nevelev, Vera S. Neveleva — 2018
• The interplay between SME owner-managers and the brand-as-a-personEdgar Centeno, Jesús Cambra‐Fierro, Rosario Vázquez‐Carrasco — 2019
• Discovering Emerging Research Topics for Brand Personality: A Bibliometric AnalysisJuan Sebastián Lara‐Rodríguez, Camilo R. Contreras, Edison Jair Duque Oliva — 2019
• Effective advertising for non-profit charities : how humanisation, proximal distance, and facial expression affects donations.Elizabeth Mae Peters — 2019
• Keep fans coming and don’t forget to make them stay A qualitative analysis of Netflix’s brand community relationship managementAlana Hendrikx — 2019
• Nonprofit branding: a bibliometric analysisLara Mendes Christ Bonella Sepulcri, Emerson Wagner Mainardes, Cícero Caldeira Belchior — 2020
• Identity‐Based Motivation and the Logic of Conversations Obfuscate Loss of Online Privacy and What Policy‐Makers Can Do About ItDaphna Oyserman, Norbert Schwarz — 2020
• Brand anthropomorphism, love and defense: does attitude towards social distancing matter?Faizan Ali, Seden Doğan, Muslim Amin — 2021
• A Case of Multiple (Brand) Personalities: Expanding the Methods of Brand Personality Measurement in Sport Team ContextsGreg Greenhalgh, Brendan Dwyer, Carrie W. LeCrom — 2017
• Congruence constructs as mediators of stereotypic image perceptions’ effect on student volunteering intentionJörg Lindenmeier, Christian Arnold, Adnan Zogaj — 2021
• Revitalizing the non-profit brand personality through brand experience and brand relationship dimensionsMichael Chrissos Anestis, Ioanna Karantza, Costas Assimakopoulos — 2021
• What facilitate people to do charity? The impact of brand anthropomorphism, brand familiarity and brand trust on charity support intentionQuang-An Ha, Phuong Nhi Nguyen Pham, Long Hoang Le — 2022
• Warmth or competence: Brand anthropomorphism, social exclusion, and advertisement effectivenessFu Liu, Haiying Wei, Z. A. Zhu — 2022

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