Effects of Consumers' Empathy on their Brand Attitude

Abstract

The purpose of this article is to examine the effects of empathy on one's evaluation of brand evaluation. More marketer pay attention to the concept empathy in these days. However, there are various interpretation about it and there isn't any coherent definition in marketing field. In this study, at first, we overview the theory of empathy on psychological viewpoints and defines the concept which we can use as the marketing theory. Finally we reveal the relation between empathy and one's brand evaluation through an experiment.