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

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  • Golossenko, Artyom
  • Pillai, Kishore Gopalakrishna
  • Aroean, Lukman

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 = 1666), 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.

Suggested Citation

  • Golossenko, Artyom & Pillai, Kishore Gopalakrishna & Aroean, Lukman, 2020. "Seeing brands as humans: Development and validation of a brand anthropomorphism scale," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 737-755.
    • Handle: RePEc:eee:ijrema:v:37:y:2020:i:4:p:737-755
    DOI: 10.1016/j.ijresmar.2020.02.007
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    6. Wu, Min & Wang, Nanxi & Yuen, Kum Fai, 2023. "Can autonomy level and anthropomorphic characteristics affect public acceptance and trust towards shared autonomous vehicles?," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
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    8. Sharma, Monika & Rahman, Zillur, 2022. "Anthropomorphic brand management: An integrated review and research agenda," Journal of Business Research, Elsevier, vol. 149(C), pages 463-475.
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