Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Brand anthropomorphisms impact on real estate purchase decisions of young buyers in India and the underlying reliance on spatial memory Subject The topic of the resource Brand anthropomorphism; Experienced arousal; Experienced pleasure; Perceived aggressiveness; Perceived friendliness; Purchase decision; Spatial memory Description An account of the resource Purpose: Assessing anthropomorphic tendency in relation to real estate purchase decisions and analysing the elements of friendliness, aggressiveness, pleasure and arousal as a link to the spatial memory of the consumer. This study aims to help brands and advertisers in the real estate industry to create meaningful consumer relationships by using elements that are associated with positive spatial experience. By formulating a detailed questionnaire with adapted variables from proven research and a multilayered approach of theoretic and practical analysis, this paper situates the identified variables in the plane of space and customer experience. Design/methodology/approach: By using structural equation modeling, this study analyses a sample data of 411 consumers and their response to elements of housing. Findings: The findings of this study showed that variables of friendliness, aggressiveness, pleasure and arousal significantly impact consumers real estate purchase decision; however, anthropomorphic tendency does not have a significant impact. Through theoretical analysis, it was found that spatial memory may have a role in the visual and display of the variables. Originality/value: The merit of this paper lies in the discussion it has raised with regard to the intersection between theoretics of space and the chosen variables. In the field of business and management, often philosophical implications of spatiality may not be actively associated with numerical computation. This paper not only looks at brand anthropomorphisms impact on real estate purchase decisions but also looks at friendliness and other mentioned variables as significantly impacting purchase decisions and linked to memory, space and affiliation. 2023, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Rodrigues A.; Godwin B.J.; George J.P. Source A related resource from which the described resource is derived International Journal of Housing Markets and Analysis, Vol-17, No. 4, pp. 926-944. Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/IJHMA-12-2022-0178" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/IJHMA-12-2022-0178</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85147505733&amp;doi=10.1108%2FIJHMA-12-2022-0178&amp;partnerID=40&amp;md5=2300c991a3b0f6221ec0d7fdd403f213" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85147505733&amp;doi=10.1108%2fIJHMA-12-2022-0178&amp;partnerID=40&amp;md5=2300c991a3b0f6221ec0d7fdd403f213</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 17538270 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Rodrigues A., School of Business and Management, CHRIST University, Bangalore, India; Godwin B.J., School of Business and Management, CHRIST University, Bangalore, India; George J.P., School of Business and Management, CHRIST University, Bangalore, India