Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

Abstract

We review a growing body of research in consumer behavior that has examined when consumers humanize brands by perceiving them as like, part of, or in a relationship with themselves. One research stream shows that sometimes consumers perceive brands as having human‐like forms, minds, and personality characteristics. A second stream identifies ways that a consumer perceives a brand as being congruent with or connected to the self. Finally, a third highlights that consumers can view brands in ways that are analogous to the types of relationships they have with people. We review research in these three areas and point out connections among these research streams. In part, we accomplish this by showing that factors associated with the SEEK model, which are designed to explain anthropomorphic tendencies, are also relevant to other ways of humanizing brands. We identify major propositions derived from this research and several areas for which additional research is needed. We conclude with recommendations for the many opportunities for expanding our conceptual and empirical understanding of this domain.

Beyond window signs: Understanding the affect‐based effects of window signs on store patronage intentions

“…Therefore, we can differentiate place identity from store image and value promotions as its theoretical roots are related to the self. This logic is similar to literature about brand relationships (Park, MacInnis, & Priester, ), store environment personality (Darden & Babin, ), and brand humanization (MacInnis & Folkes, ), which express how consumers perceive attachment to physical elements through their perception of a connection to the self when dealing with objectified cues such as a brand or a store environment.…”

Creating Cultural Meaning in Products and Brands: A Psychological Perspective

“…The latter two factors are particularly important when considering the cultural meaning of brands. Fournier and Alvarez add that in addition to having associations linked to human personalities, consumers also have associations about other anthropomorphized characteristics of brands (see MacInnis & Folkes, for a review); the meaning and appropriateness of which may vary by culture. Fournier and Alvarez cite studies on brand meanings and their associations with cultural categories, such as status and age.…”

Antecedents and consequences of self-congruity: replication and extension

“…This marketing research has been valuable for product and retail store managers who strive to create an image of their offerings appealing to a desired market segment. Humanizing a brand and making it relatable to a consumer's self-concept creates positive brand attitude and can motivate purchase behavior (MacInnis and Folkes, 2017).…”