Antropomorfisme Merek dalam Kajian Filsafat Ilmu

Background – Anthropomorphism refers to the customer's tendency think of a human characteristic that is in product or brand and has become positioning strategy received attention marketing research recent years. needed becomes an effective alternative communication, but there some debate about success anthropomorphism communication. The discrepancy findings makes interesting for further research, especially on consumer attitudes.
 Aim concept very important developing consumers. Marketing strategies can provide information introduction market’s problems, solutions, analysis evaluation. used get closer communicate This study develops conceptual framework describes philosophy science from perspective.
 Design/methodology/approach uses secondary data form literature studies mapping 78 articles published Scopus-indexed journals, Q1 Q2 47 years 1975 2021. presented 3 main aspects are ontology, epistemology, axiology. That aspect discussed depth accordance with development existing scientific studies.
 Findings Brand one most bring brands their found antecedents consequences anthropomorphism, such as image congruity, anthropomorphic advertisement, customer intention, willingness register, etc. These findings, theoretically, it expected roadmap practice input determining companies. 
 Research implication A model explanation influencing factors influenced. help anthropomorphism. Limitations only Scopus until 2021.