Enhancing corporate brands through service robots: The impact of anthropomorphic design metaphors on corporate brand perceptions.
Saved in:
| Title: | Enhancing corporate brands through service robots: The impact of anthropomorphic design metaphors on corporate brand perceptions. |
|---|---|
| Authors: | Wünderlich, Nancy V.1 (AUTHOR) wuenderlich@tu-berlin.de, Blut, Markus2 (AUTHOR), Brock, Christian3 (AUTHOR) |
| Source: | Journal of Product Innovation Management. Sep2024, Vol. 41 Issue 5, p1022-1046. 25p. |
| Subjects: | House brands, Industrial robots, Brand loyalty, Consumer psychology, Branding (Marketing) |
| Abstract: | The increasing introduction of intelligent, interactive robots in the service industry raises concerns about the potential dehumanization of service provision and its influences on corporate brand perceptions. To avoid adverse effects, new service development (NSD) managers seemingly favor service robots that feature anthropomorphic design metaphors, so they appear more human‐like. The current research investigates explicitly how customers' perception of a robot's anthropomorphic design metaphors might spill over to affect corporate brand perceptions. Study 1, a picture‐based scenario study with 109 participants, reveals the impact of anthropomorphic design metaphors on untested corporate brand outcomes, such as brand trust and brand experience. Then Study 2, a video‐based scenario study with 530 participants, addresses whether these effects depend on the service context. In Study 3, a field study of 393 participants, the authors examine how anthropomorphic design metaphors influence other firm‐related outcomes (e.g., shopping enjoyment, sales). The combined results confirm that anthropomorphic design metaphors strongly affect brand trust and brand experience, as well as other critical firm‐related outcomes; they also reveal notable context effects, such that customers of people‐processing (e.g., care services) and mental‐stimulus‐processing (e.g., shopping assistance) services appear more likely to use anthropomorphic design metaphors as corporate brand cues. Our research encourages NSD managers and scholars to consider the effects of introducing anthropomorphic service robots on corporate brands. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Product Innovation Management is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Engineering Source |
|
Full text is not displayed to guests.
Login for full access.
|
|
| FullText | Links: – Type: pdflink Text: Availability: 1 |
|---|---|
| Header | DbId: egs DbLabel: Engineering Source An: 178835046 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
| IllustrationInfo | |
| Items | – Name: Title Label: Title Group: Ti Data: Enhancing corporate brands through service robots: The impact of anthropomorphic design metaphors on corporate brand perceptions. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Wünderlich%2C+Nancy+V%2E%22">Wünderlich, Nancy V.</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> wuenderlich@tu-berlin.de</i><br /><searchLink fieldCode="AR" term="%22Blut%2C+Markus%22">Blut, Markus</searchLink><relatesTo>2</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Brock%2C+Christian%22">Brock, Christian</searchLink><relatesTo>3</relatesTo> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Product+Innovation+Management%22">Journal of Product Innovation Management</searchLink>. Sep2024, Vol. 41 Issue 5, p1022-1046. 25p. – Name: Subject Label: Subjects Group: Su Data: <searchLink fieldCode="DE" term="%22House+brands%22">House brands</searchLink><br /><searchLink fieldCode="DE" term="%22Industrial+robots%22">Industrial robots</searchLink><br /><searchLink fieldCode="DE" term="%22Brand+loyalty%22">Brand loyalty</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+psychology%22">Consumer psychology</searchLink><br /><searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: The increasing introduction of intelligent, interactive robots in the service industry raises concerns about the potential dehumanization of service provision and its influences on corporate brand perceptions. To avoid adverse effects, new service development (NSD) managers seemingly favor service robots that feature anthropomorphic design metaphors, so they appear more human‐like. The current research investigates explicitly how customers' perception of a robot's anthropomorphic design metaphors might spill over to affect corporate brand perceptions. Study 1, a picture‐based scenario study with 109 participants, reveals the impact of anthropomorphic design metaphors on untested corporate brand outcomes, such as brand trust and brand experience. Then Study 2, a video‐based scenario study with 530 participants, addresses whether these effects depend on the service context. In Study 3, a field study of 393 participants, the authors examine how anthropomorphic design metaphors influence other firm‐related outcomes (e.g., shopping enjoyment, sales). The combined results confirm that anthropomorphic design metaphors strongly affect brand trust and brand experience, as well as other critical firm‐related outcomes; they also reveal notable context effects, such that customers of people‐processing (e.g., care services) and mental‐stimulus‐processing (e.g., shopping assistance) services appear more likely to use anthropomorphic design metaphors as corporate brand cues. Our research encourages NSD managers and scholars to consider the effects of introducing anthropomorphic service robots on corporate brands. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Product Innovation Management is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=egs&AN=178835046 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1111/jpim.12726 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 25 StartPage: 1022 Subjects: – SubjectFull: House brands Type: general – SubjectFull: Industrial robots Type: general – SubjectFull: Brand loyalty Type: general – SubjectFull: Consumer psychology Type: general – SubjectFull: Branding (Marketing) Type: general Titles: – TitleFull: Enhancing corporate brands through service robots: The impact of anthropomorphic design metaphors on corporate brand perceptions. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Wünderlich, Nancy V. – PersonEntity: Name: NameFull: Blut, Markus – PersonEntity: Name: NameFull: Brock, Christian IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 09 Text: Sep2024 Type: published Y: 2024 Identifiers: – Type: issn-print Value: 07376782 Numbering: – Type: volume Value: 41 – Type: issue Value: 5 Titles: – TitleFull: Journal of Product Innovation Management Type: main |
| ResultId | 1 |
