A Study on the Impact of Brand Anthropomorphism on Consumer Purchase Intention

Shihan Zhang () and Shuang Qiu ()
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Shihan Zhang: University of Sichuan Agricultural of China, School of Business Travel
Shuang Qiu: University of Sichuan Agricultural of China, School of Business Travel

A chapter in Proceedings of the 2024 6th International Conference on Economic Management and Model Engineering (ICEMME 2024), 2025, pp 97-103 from Springer

Abstract: Abstract The continuous development of new media technology has promoted the diversification of information dissemination methods, and brands increasingly prefer to use anthropomorphism to communicate with consumers. This study focuses on brand anthropomorphism, examines the effects of different types of brand anthropomorphism on consumers’ purchase intention, and explores the role of brand attachment in it. Based on the SOR theory, this study demonstrates through a situational experiment that both types of anthropomorphism can increase consumers’ purchase intention by influencing consumers’ brand attachment, and that warmth anthropomorphism positively influences consumers’ purchase intention more than competence anthropomorphism. Based on the above conclusions, this study proposes relevant management recommendations.

Keywords: brand anthropomorphism; brand attachment; stereotype content modeling (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-690-1_10

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DOI: 10.2991/978-94-6463-690-1_10

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