Reflections on the Role of the Anthropomorphization of the Luxury Brand and Its Implications on the Individual : A Critical Perspective from the Social Sciences = Reflexiones en torno al papel de la antropomorfización de la marca de lujo y sus implicaciones en el sujeto: Una mirada crítica desde las ciencias sociales | Vallejo-Velez, Juan Camilo
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Communication de conférence

Reflections on the Role of the Anthropomorphization of the Luxury Brand and Its Implications on the Individual : A Critical Perspective from the Social Sciences

in Multiconferencia Internacional Humanos-XXI, Virtual, October 10-13, 2023

Vallejo-Velez, Juan Camilo ; Giraldo-Aristizabal, Juan Camilo ; Heine, Klaus ; Multiconferencia Internacional Humanos-XXI . Virtual, October 10-13, 2023

Instituto Antioqueño de Investigación (IAI) 2023 - 17 p.

"This article contains a reflection on the role played by the concepts of identity, personality, and anthropomorphism of luxury brands in marketing. The first part addresses a theoretical approach to the symbolic characteristics of "prestige vs. authenticity" associated with identity. The second part includes a description of the main dimensions of personality in luxury brands. Based on the analysis from various sources, it is concluded that there are five dimensions: "tradition, modesty, ... elitism, eccentricity, and sensuality." In a third part, there is a critical reflection on the social implications of this anthropomorphism on the individual and their desire to consume luxury brands to satisfy the desire for emulation and status maintenance."

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