IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-690-1_10.html

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

In: Proceedings of the 2024 6th International Conference on Economic Management and Model Engineering (ICEMME 2024)

Author

Listed:
  • Shihan Zhang

    (University of Sichuan Agricultural of China, School of Business Travel)

  • Shuang Qiu

    (University of Sichuan Agricultural of China, School of Business Travel)

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.

Suggested Citation

  • Shihan Zhang & Shuang Qiu, 2025. "A Study on the Impact of Brand Anthropomorphism on Consumer Purchase Intention," Advances in Economics, Business and Management Research, in: Lina Zhong & Tang Yao & Chee Yoong Liew & Hongbo Li (ed.), Proceedings of the 2024 6th International Conference on Economic Management and Model Engineering (ICEMME 2024), pages 97-103, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-690-1_10
    DOI: 10.2991/978-94-6463-690-1_10
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-690-1_10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.