Article2023

Brand anthropomorphism’s impact on real estate purchase decisions of young buyers in India and the underlying reliance on spatial memory

Andrea Rodrigues · Benny J. Godwin · Jossy Paul George

7 citations0/0 files storedInternational Journal of Housing Markets and Analysis

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Purpose Assessing anthropomorphic tendency in relation to real estate purchase decisions and analysing the elements of friendliness, aggressiveness, pleasure and arousal as a link to the spatial memory of the consumer. This study aims to help brands and advertisers in the real estate industry to create meaningful consumer relationships by using elements that are associated with positive spatial experience. By formulating a detailed questionnaire with adapted variables from proven research and a multilayered approach of theoretic and practical analysis, this paper situates the identified variables in the plane of space and customer experience. Design/methodology/approach By using structural equation modeling, this study analyses a sample data of 411 consumers and their response to elements of housing. Findings The findings of this study showed that variables of friendliness, aggressiveness, pleasure and arousal significantly impact consumer’s real estate purchase decision; however, anthropomorphic tendency does not have a significant impact. Through theoretical analysis, it was found that spatial memory may have a role in the visual and display of the variables. Originality/value The merit of this paper lies in the discussion it has raised with regard to the intersection between theoretics of space and the chosen variables. In the field of business and management, often philosophical implications of spatiality may not be actively associated with numerical computation. This paper not only looks at brand anthropomorphism’s impact on real estate purchase decisions but also looks at friendliness and other mentioned variables as significantly impacting purchase decisions and linked to memory, space and affiliation.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 7 citations exist upstream.

References

1994Customer Loyalty: Toward an Integrated Conceptual Framework 2001Extending the TAM for a World-Wide-Web context 2001Hedonic and utilitarian motivations for online retail shopping behavior 2008Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation 2008When We Need A Human: Motivational Determinants of Anthropomorphism 2020Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists 1972An experimental study of relationships between attitudes, brand preference, and choice 2015Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.