In this article we review research from the past decade that explores how elements of social
influence in the bricks-and-mortar retail environment impact customers. We focus our …

Brand Anthropomorphism (BA) is gaining prominence in both marketing research and
practice. Researchers have often used different perspectives for studying humanized …

Chatbots have become common in digital customer service contexts across many industries.
While many companies choose to humanize their customer service chatbots (eg, giving …

Robots are the next wave in service technology; however, this advanced technology is not
perfect. This research examines how social perceptions regarding the warmth and …

Crowding is a critical determinant of consumers' satisfaction with and preferences for
different shopping and travel situations. When considering a selection of travel and …

Abstract Service providers in tourism and hospitality are beginning to welcome robots as a
customer service option. Given this trend, it is important to explore the factors driving tourists' …

Although past research has shown that anthropomorphism enhances consumers' attraction
to a brand when social-connectedness or effectance motives are active, the current research …

Brand anthropomorphism is recognised as an important construct in marketing, yet it lacks
clarity in operationalisation and valid measurement. The objective of this research, therefore …

This article discusses the past, present, and future of brand research. We begin by reviewing
three historical eras of branding development in the past: the information, attribute, and …

Anthropomorphism refers to seeing non-human objects as humans. Recent research
suggests that anthropomorphizing objects could influence people's psychological and …