Anthropomorphic brand management: An integrated review and research agenda
系统回顾了1997至2021年间101篇关于品牌拟人化的文献，区分了设计型与感知型两种研究传统，指出理论混乱与局限，为未来研究提供整合框架。
Brand Anthropomorphism (BA) is gaining prominence in both marketing research and practice. Researchers have often used different perspectives for studying humanized brands, but this has led to theoretical and conceptual confusion creating challenges in the theoretical development of this field. This paper aims to critically review the existing literature on brand anthropomorphism and propose an integrated framework for identifying future research opportunities. A systematic review of 101 articles spanning more than two decades (1997–2021) was conducted to investigate the concept of brand anthropomorphism and human-like brands. This review identifies and synthesizes two diverse research traditions- designed brand anthropomorphism and perceived brand anthropomorphism- on the basis of complementary yet unique features of both traditions. We outline the fundamental issues and the key limitations in the existing literature and provide recommendations for future research.