Constructs and measurement items
| Construct names | Items for measurement | Sources |
|---|---|---|
| Brand Anthropomorphism | The brand logo has a mind of its own | Epley et al. (2008) |
| The brand logo has intentions | ||
| The brand logo has free will | ||
| The brand logo has consciousness | ||
| The brand logo experiences emotions | ||
| Attitude Towards Communication (Relevance) | The brand logo change was very relevant to me | (Smith et al., 2007; Chen et al., 2017) |
| The brand logo change spoke to my concerns | ||
| The brand logo change fits my needs well | ||
| The brand logo change is important to me | ||
| Conversational Value | That brand logo change makes for a good conversation | Bastos and Brucks (2017) |
| I want to talk to others about that brand logo change | ||
| That brand logo change is a good topic to talk about | ||
| I desire to talk to people about that brand logo change | ||
| I feel excited about telling others about that brand logo change |
| Construct names | Items for measurement | Sources |
|---|---|---|
| Brand Anthropomorphism | The brand logo has a mind of its own | |
| The brand logo has intentions | ||
| The brand logo has free will | ||
| The brand logo has consciousness | ||
| The brand logo experiences emotions | ||
| Attitude Towards Communication (Relevance) | The brand logo change was very relevant to me | ( |
| The brand logo change spoke to my concerns | ||
| The brand logo change fits my needs well | ||
| The brand logo change is important to me | ||
| Conversational Value | That brand logo change makes for a good conversation | |
| I want to talk to others about that brand logo change | ||
| That brand logo change is a good topic to talk about | ||
| I desire to talk to people about that brand logo change | ||
| I feel excited about telling others about that brand logo change |
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