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

Abstract Language plays a fundamental role in every aspect of life. But only recently has
research begun to understand the role of language in consumer behavior. This paper offers …

Virtual influencers (VIs) are an increasingly popular form of endorsers used in marketing
campaigns. With their human influencer counterparts sometimes involved in scandals and …

Phonetic elements of brand names can convey a range of specific meanings. However, an
integrated understanding of the sound symbolism of brand names remains elusive. Here, we …

Following the murder of George Floyd in May 2020, many brands tried to convey their
support of# BLM (Black Lives Matter) on social media (Blackout Tuesday). Some brands …

Despite the wide body of literature available on the sound symbolism of food, the role of
timbre in influencing food perception is yet underexplored. Given the shared gender …

Purpose This study explores how chatbot gender and symbolic service recovery may
improve the satisfaction of angry customers in the context of service failures. It provides a …

Purpose Cute products have found market success. The literature has identified various
factors of cuteness, but the effect of size is under-addressed. This study aims to investigate …

How do you increase consumer engagement with your marketing communications? We
suggest using negations in your brand messaging (eg,“It doesn't get any better than this”) …

Generative AI is poised to transform the way in which brands market to consumers. Recent
research has demonstrated the potential benefits of AI in producing text, but limited work has …