Did you know that you perceive brands in the same way you perceive people?
Did you know that you perceive brands in the same way you perceive people?
That's why your "brand" needs to be out there responding, interacting, and engaging with people.
On Google+ whether you brand yourself on your personal profile or integrate your profile with your Business Page, talk to people and respond to them as a person.
ping Ben Fisher Stephan Hovnanian grist for the mill :)
#googleplustips #Googleplusbusinesspage
Originally shared by ****
Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception
Ping to John Kellden Zara Altair and Bruce Marko
Nicolas Kervyn, Susan T. Fiske, and Chris Malone
Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people.
This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model.
Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand’s perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors.
The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications.
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3882007/
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3882007
That's why your "brand" needs to be out there responding, interacting, and engaging with people.
On Google+ whether you brand yourself on your personal profile or integrate your profile with your Business Page, talk to people and respond to them as a person.
ping Ben Fisher Stephan Hovnanian grist for the mill :)
#googleplustips #Googleplusbusinesspage
Originally shared by ****
Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception
Ping to John Kellden Zara Altair and Bruce Marko
Nicolas Kervyn, Susan T. Fiske, and Chris Malone
Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people.
This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model.
Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand’s perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors.
The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications.
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3882007/
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3882007
Good find, thanks Zara Altair
ReplyDeleteThanks for the share Zara Altair.
ReplyDeleteThanks Zara Altair - this resonates with what we talk about so much in that way G+ itself behaves ( or should ). People buy from people, yes brand identity is important, but the personality ( persona ) of a brand is ever so important!
ReplyDeleteBen Fisher Yes. Thought you would like this science-verifies-marketing piece. :)
ReplyDelete