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Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

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  • Faizan Ali
  • Seden Dogan
  • Muslim Amin
  • Kashif Hussain
  • Kisang Ryu

Abstract

Several hospitality brands changed their logos to reinforce the importance of social distancing in reducing the risk of virus infection. Since social distancing is a polarizing topic, this research intends to understand consumers’ attitudes towards social distancing and their response to branding change by hospitality brands. Study 1 creates and validates a multiple-item scale to examine consumers’ attitudes towards social distancing, which is then adopted for two subsequent studies. Study 2 tests consumers’ awareness and perceived brand anthropomorphism during a sensitive situation like a global pandemic and the impact of perceived brand anthropomorphism on brand love and brand defense. Study 3 tests the proposed model in study 2 across two customer segments, i.e. those in favor of social distancing and its effectiveness and those against it. Results indicate that brand anthropomorphism and brand love have a significantly positive impact on brand defense. Additionally, these relationships differ for consumers who favor or oppose social distancing. Our research contributes to the hospitality branding literature by studying relatively understudied branding constructs in an unprecedented context and offers insights for hospitality branding and marketing managers.

Suggested Citation

  • Faizan Ali & Seden Dogan & Muslim Amin & Kashif Hussain & Kisang Ryu, 2021. "Brand anthropomorphism, love and defense: does attitude towards social distancing matter?," The Service Industries Journal, Taylor & Francis Journals, vol. 41(1-2), pages 58-83, January.
    • Handle: RePEc:taf:servic:v:41:y:2021:i:1-2:p:58-83
    DOI: 10.1080/02642069.2020.1867542
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    Cited by:

    1. Ryeojin Jang & Won Seok Lee & Joonho Moon, 2023. "Determinants of Attitude and the Intention to Stay of Employees in Low-Cost Carriers: Using Justice Theory," Sustainability, MDPI, vol. 15(11), pages 1-13, May.
    2. Yuhan Ge & Qing Yuan & Yaxi Wang & Keunsoo Park, 2021. "The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China," Sustainability, MDPI, vol. 13(15), pages 1-19, August.
    3. Ibrahim Alnawas & Nabil Ghantous & Jane Hemsley-Brown, 2023. "Can CSR foster brand defense? A moderated-mediation model of the role of brand passion," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 190-206, May.
    4. Zoirova Shokhsanam & Young-joo Ahn, 2021. "Employee Service Quality at Uzbekistani Halal Restaurants Amid the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(10), pages 1-14, May.
    5. Jimin Shim & Joonho Moon & Myungkeun Song & Won Seok Lee, 2021. "Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    6. Sehgal, Nidhi & Jham, Vimi & Malhotra, Gunjan, 2023. "Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth, psychological ownership, and self-brand congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    8. Maria Vernuccio & Michela Patrizi & Maja Šerić & Alberto Pastore, 2023. "The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 302-317, July.
    9. Xianglan Chen & Yachao Duan & Laiba Ali & Yahui Duan & Kisang Ryu, 2021. "Understanding Consumer Travel Behavior during COVID-19," Sustainability, MDPI, vol. 13(23), pages 1-11, December.
    10. Wenjie Xu & Hyo-Jin Youn & Choong-Ki Lee, 2021. "Role of Non-Pharmaceutical Interventions for COVID-19 in Cruise Tourists’ Decision-Making Process: An Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 13(10), pages 1-15, May.

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