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ISSN : 1229-8778
Humanizing brand makes consumers enter into social relationship, such as a friend or a lover with the brand, not just a seller. It positively affects consumers' evaluation of the brand. The present research designed to test the hypothesis that the effects of humanizing brand on advertising persuasion may vary depending on the context in which the advertising is exposed. To be more specific, this research aimed to compare the advertising persuasive effect of the humanizing brand depending on types of web-sites. The results of this research showed that the persuasion effect of the humanizing brand advertising was more positive than the non-humanizing brand advertising in the social network site (SNS). On the other hand, the non-humanizing brand advertising was more effective than the humanizing brand advertising in the online shopping site. This effect was powerful when the appearance and movement were simultaneously manipulated to humanize the brand than only manipulated the appearance. This research suggested that it is necessary to consider advertising context in order to demonstrate positive effect of the humanizing brand, so that it implied the academic finding of expanding the results of existing the humanizing brand studies. And also, it also had practical significance of presenting effective advertising strategy for each type of web-site.
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