Seeing brands as humans: Development and validation of a brand anthropomorphism scale

Abstract

Brand anthropomorphism is recognised as an important construct in marketing, yet it lacks clarity in operationalisation and valid measurement. The objective of this research, therefore, is to develop and validate the brand anthropomorphism scale (BASC). Brand anthropomorphism is defined as the perception of brand as an entity that has analogical human-like features, mental and emotional states that people believe to be distinctively human. It is conceptualised as a multidimensional superordinate construct. Across six studies (N=1,666), this research develops a valid and reliable measure of brand anthropomorphism that has psychometric properties for convergent, discriminant and predictive validity. The results indicate that brand anthropomorphism is a valid predictor of outcomes such as brand trust and brand commitment. Finally, in support of incremental validity, it is identified that the BASC explains variance in brand trust and brand commitment above and beyond the measure of brand anthropomorphism commonly employed in the literature. Theoretical implications for research and implications for practice are also discussed.

Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self‐brand connections

“…Future research may address this limitation by using longitudinal or experimental designs. Future research may also extend the conceptual model by adding other variables, such as self‐gifting (Weisfeld‐Spolte et al, 2015) or brand anthropomorphism (Golossenko et al, 2020) as mediators and consumer well‐being (Ahuvia et al, 2010) as an outcome.…”

Gender Specific Preferences Towards Anthropomorphic AI Devices and Robots

“…However, among the challenges that arise are the lack of human touch and also the fear that humans will be replaced and that the unemployment rate will grow (Lu et al, 2019). Anthropomorphic characteristics change the perspective of the absence of human interaction, because humanized brands and robots are perceived as similar entities to humans, capable of showing emotions and feelings, expressing concern and trust in a relationship (Golossenko, et al, 2020). Anthropomorphic characteristics are described as specific attributes that define human beings, which are usually perceived as unique and particular for individuals that have the capacity to have psychological as well as emotional states (Golossenko, et al, 2020).…”

“…Anthropomorphic characteristics change the perspective of the absence of human interaction, because humanized brands and robots are perceived as similar entities to humans, capable of showing emotions and feelings, expressing concern and trust in a relationship (Golossenko, et al, 2020). Anthropomorphic characteristics are described as specific attributes that define human beings, which are usually perceived as unique and particular for individuals that have the capacity to have psychological as well as emotional states (Golossenko, et al, 2020). Consumers tend to perceive other entities and products in an anthropomorphic even human like manner (Aggarwal and McGill, 2012;Cantaragiu and Ghinea, 2020;Golossenko, et al, 2020;Stanciu, et al, 2019).…”

“…Anthropomorphic characteristics are described as specific attributes that define human beings, which are usually perceived as unique and particular for individuals that have the capacity to have psychological as well as emotional states (Golossenko, et al, 2020). Consumers tend to perceive other entities and products in an anthropomorphic even human like manner (Aggarwal and McGill, 2012;Cantaragiu and Ghinea, 2020;Golossenko, et al, 2020;Stanciu, et al, 2019). This perception is highly influenced by the marketing communication strategies developed to sustain it in order to humanize their brand and strengthen their place in the market.…”

Branding Identity as Da’wah Strategy: Islamic Business Ethics

“…Brands (Golossenko, Pillai, & Aroean, 2020) that can be names, logos, slogans, and other symbols can distinguish a product or service from competitors with the criteria contained in it more broadly referring to what is called identity. Brand identity (Kristal, Baumgarth, & Henseler, 2020) or brand is a set of unique brand associations created by brand strategists.…”