Kocsis Máté – Kovács Stefan (2025): Arccal a márka mögött: a nonverbális kommunikáció szerepe a márkahumanizációban. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 125–135. DOI:10.62561/EMOK-2025-08

DOI

https://doi.org/10.62561/EMOK-2025-08

Authors

• Máté, Kocsis. Budapesti Műszaki és Gazdaságtudományi Egyetem.
• Stefán, Kovács. Budapesti Műszaki és Gazdaságtudományi Egyetem.

Abstract

A Face Behind the Brand: The Role of Nonverbal Communication in Brand Humanization

The study examines the relationship between brand humanization and nonverbal communication in the context of marketing communication. Its central question is what role nonverbal elements—such as body language, facial expressions, or vocalization —play in making brands more relatable and how they contribute to the development of emotional attachment among consumers. The theoretical background builds on the anthropomorphization model by Rauschnabel and Ahuvia, as well as Mehrabian's classic communication ratios, which suggest that 93% of communication stems from nonverbal sources. Using a qualitative methodology - through expert in-depth interviews - the study explores how practicing professionals interpret the concept of brand humanization, how consciously they use nonverbal tools, and what impact these have on audiences. The findings highlight that nonverbal elements not only complement verbal communication but often play a dominant role in brand perception. The practical conclusion of the study is that successful brand humanization requires consistent, emotionally authentic nonverbal communication, a distinctive brand personality, and storytelling that aligns with the target group's mental framework. Based on the research, a preliminary model is also proposed that structures the relationship between nonverbal communication, anthropomorphization, and brand love.

brand humanization brand anthropomorphization nonverbal communication body language brand personality visual marketing communication

Language

hungarian

Details of publishing collection

Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025

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