Abstract
ABSTRACT In this paper, we have glanced into how the nonhuman entity is imagined, seen, experienced, and managed accordingly either by a consumer or by marketers. Further, we investigated the effects of media through magazine, television, and radio on broad-spectrum outcomes of anthropomorphic advertising effectiveness. Here, we have used 3 × 2 mixed factorial design and investigated empirical result that audience experienced to repetition of anthropomorphic ads on multiple-media condition of magazine, television, and radio have a greater impact on brand anthropomorphism, message credibility, ad engagement, attitude towards ad and attitude towards brand and purchase intention than audience experiences same ads in single medium under both level of product involvement.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
