HUMANIZING BRANDS: A PSYCHOLOGICAL INVESTIGATION INTO BRAND PERSONIFICATION IN MARKETING
Keywords:
Brand personification, marketing communication, human attributes, brand persona, consumer connection.Abstract
Brand personification is a vital concept in marketing communication, wherein brands are endowed with human attributes to create a relatable, living persona. This practice, spanning various aspects of human characteristics, enables brands to establish a deeper connection with consumers. This paper delves into the intricate world of brand personification, shedding light on its diverse manifestations and its significance in marketing strategy.