Impact of Baijiu brand anthropomorphism on consumer purchase intentions
Taking Baijiu enterprises as the research objects, a relational model was constructed with brand anthropomorphism as the independent variable, psychological distance as the mediating variable, and purchase intention as the dependent variable based on stimulus-organism-response (SOR) theory. Through...
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| Format: | Article |
| Language: | English |
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Editorial Department of China Brewing
2025-05-01
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| Series: | Zhongguo niangzao |
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| Online Access: | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-5-292.pdf |
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| _version_ | 1849432796041314304 |
|---|---|
| author | TONG Jun, DAI Mingxiang, WANG Kai |
| author_facet | TONG Jun, DAI Mingxiang, WANG Kai |
| author_sort | TONG Jun, DAI Mingxiang, WANG Kai |
| collection | DOAJ |
| description | Taking Baijiu enterprises as the research objects, a relational model was constructed with brand anthropomorphism as the independent variable, psychological distance as the mediating variable, and purchase intention as the dependent variable based on stimulus-organism-response (SOR) theory. Through questionnaire surveys and empirical research, the results indicated that both impression-based cues and interaction-based cues of brand anthropomorphism could positively influence consumer purchase intentions, with the influence of impression-based cues being more significant. Psychological distance served as a mediating factor in the relationship of influence brand anthropomorphism on consumer purchase intentions. Based on these findings, countermeasures and suggestions were proposed for Baijiu enterprises, including designing unique Baijiu brand anthropomorphism images, fully leveraging the interactive attributes of Baijiu brands, and implementing reasonable anthropomorphism strategies to achieve differentiated marketing. |
| format | Article |
| id | doaj-art-7e8f599ce8bd438ebc1b52b172abc702 |
| institution | Kabale University |
| issn | 0254-5071 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Editorial Department of China Brewing |
| record_format | Article |
| series | Zhongguo niangzao |
| spelling | doaj-art-7e8f599ce8bd438ebc1b52b172abc7022025-08-20T03:27:15ZengEditorial Department of China BrewingZhongguo niangzao0254-50712025-05-0144529229710.11882/j.issn.0254-5071.2025.05.043Impact of Baijiu brand anthropomorphism on consumer purchase intentionsTONG Jun, DAI Mingxiang, WANG Kai01. College of Business Administration, Moutai Institute, Zunyi 564500, China; ;2. College of Economic and Management, Hubei Engineering University, Xiaogan 432100, ChinaTaking Baijiu enterprises as the research objects, a relational model was constructed with brand anthropomorphism as the independent variable, psychological distance as the mediating variable, and purchase intention as the dependent variable based on stimulus-organism-response (SOR) theory. Through questionnaire surveys and empirical research, the results indicated that both impression-based cues and interaction-based cues of brand anthropomorphism could positively influence consumer purchase intentions, with the influence of impression-based cues being more significant. Psychological distance served as a mediating factor in the relationship of influence brand anthropomorphism on consumer purchase intentions. Based on these findings, countermeasures and suggestions were proposed for Baijiu enterprises, including designing unique Baijiu brand anthropomorphism images, fully leveraging the interactive attributes of Baijiu brands, and implementing reasonable anthropomorphism strategies to achieve differentiated marketing.https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-5-292.pdfbrand anthropomorphism|psychological distance|consumer purchase intention |
| spellingShingle | TONG Jun, DAI Mingxiang, WANG Kai Impact of Baijiu brand anthropomorphism on consumer purchase intentions Zhongguo niangzao brand anthropomorphism|psychological distance|consumer purchase intention |
| title | Impact of Baijiu brand anthropomorphism on consumer purchase intentions |
| title_full | Impact of Baijiu brand anthropomorphism on consumer purchase intentions |
| title_fullStr | Impact of Baijiu brand anthropomorphism on consumer purchase intentions |
| title_full_unstemmed | Impact of Baijiu brand anthropomorphism on consumer purchase intentions |
| title_short | Impact of Baijiu brand anthropomorphism on consumer purchase intentions |
| title_sort | impact of baijiu brand anthropomorphism on consumer purchase intentions |
| topic | brand anthropomorphism|psychological distance|consumer purchase intention |
| url | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-5-292.pdf |
| work_keys_str_mv | AT tongjundaimingxiangwangkai impactofbaijiubrandanthropomorphismonconsumerpurchaseintentions |