Role of Different Media Conditions on Brand Anthropomorphism, Ad Engagement, Ad Attitude, Brand Attitude & Purchase Intention.

Abstract

In today’s fast changing world, only integrated marketing communication style may not be sufficient for the marketers for engaging consumers in reliable dialogues and it would be difficult for marketers to create a long term relationship if the consumers do not perceive the organizations to be “personal” or “humanized.” Brand anthropomorphism is an effective tool to give a better explanation of personalized and humanized communication.  Thus, this study is an attempt to measure the Brand anthropomorphism impact through single media repetition. In addition, this research also measures the Ad Engagement, Ad Attitude, Brand Attitude and Purchase Intention impact through single media repetition. Findings reveal that only brand anthropomorphism have significant difference in all media condition when repeated and other variable consider in this study does not found to be differ in three media condition when repeated. This study has tried to provide the managerial implication in regard to the synergetic role of brand anthropomorphism, ad engagement, ad attitude, brand attitude & purchase intention by advertising through single medium based repetition.