The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification

Abstract

In spite of the ubiquity of brand personification (BP) in advertising, research that examines its effects directly is limited. This study explores the effect of verbal BP on consumer response and the underlying mechanisms involved. In addition, we identified the conditions under which BP has no effect. Unlike prior research, this study focuses on the two types of verbal BP images: internal ("kind") and external ("good-looking"). Specifically, Study 1 tests the moderating effect of Brand Knowledge (BK) between internal verbal BP and consumer's evaluation of brand and the underlying mechanisms (brand intimacy and psychological discomfort). Study 2 validates the effect-in particular, that of the need-for-cognition on the attitude toward a BP advertisement-of external verbal BP on the evaluation of advertisements and the underlying mechanisms (perceived novelty and cognitive resistance). This research could provide marketers developing headline copies and slogans for BP advertisements with useful guidelines through a better understanding of the boundary conditions and mechanisms determining the impact of BP.