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

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Cited by:

  1. Barney, Christian & Hancock, Tyler & Esmark Jones, Carol L. & Kazandjian, Brett & Collier, Joel E., 2022. "Ideally human-ish: How anthropomorphized do you have to be in shopper-facing retail technology?," Journal of Retailing, Elsevier, vol. 98(4), pages 685-705.
  2. Ahmad Daryanto & Nicholas Alexander & Gilang Kartika, 2022. "The anthropomorphic brand logo and its effect on perceived functional performance," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 287-300, May.
  3. Dabiran, Ehsan & Farivar, Samira & Wang, Fang & Grant, Gerald, 2024. "Virtually human: anthropomorphism in virtual influencer marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  4. Koh, Le Yi & Yuen, Kum Fai, 2023. "Public acceptance of autonomous vehicles: Examining the joint influence of perceived vehicle performance and intelligent in-vehicle interaction quality," Transportation Research Part A: Policy and Practice, Elsevier, vol. 178(C).
  5. Huang, Jingya & Wang, Liangyan & Chan, Eugene, 2024. "When does anthropomorphism hurt? How tool anthropomorphism negatively affects consumers' rewards for tool users," Journal of Business Research, Elsevier, vol. 170(C).
  6. Vernuccio, Maria & Boccalini, Sara & Patrizi, Michela, 2025. "“Being†with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  7. 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.
  8. Patrizi, Michela & Šerić, Maja & Vernuccio, Maria, 2024. "Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  9. Soderlund, Magnus & Oikarinen, Eeva-Liisa & Tan, Teck Ming, 2021. "The happy virtual agent and its impact on the human customer in the service encounter," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
  10. van Esch, Patrick & Cui, Yuanyuan (Gina) & Sledge, April & Das, Gopal & Pala, Erol, 2023. "Preference for partner or servant brand roles depends on consumers’ power distance belief," Journal of Business Research, Elsevier, vol. 162(C).
  11. Géraldine Michel & Carlos Torelli & Nathalie Fleck & Benoit Hubert, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Post-Print hal-03518525, HAL.
  12. Deng, Fengyi & Tuo, Muyuan & Chen, Si & Zhang, Zichen, 2024. "Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
  13. Michel, Géraldine & Torelli, Carlos J. & Fleck, Nathalie & Hubert, Benoit, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Journal of Business Research, Elsevier, vol. 142(C), pages 301-316.
  14. Kim, Hyojung & Park, Minjung, 2024. "When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  15. Zhang, Wen Qi & Zhu, Dong Hong, 2025. "I’m “KFC”: How brand-exclusive digital human influences brand intimacy," Journal of Business Research, Elsevier, vol. 197(C).
  16. Chenyu Gu & Yu Zhang & Linhao Zeng, 2024. "Exploring the mechanism of sustained consumer trust in AI chatbots after service failures: a perspective based on attribution and CASA theories," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
  17. Maria Vernuccio & Michela Patrizi & Maja Šerić & Alberto Pastore, 2023. "The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 302-317, July.
  18. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
  19. 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).
  20. Thompson, Jamie & Igarashi, Reika & Krowinska, Agata & Logan-McFarlane, Ashleigh, 2025. "Is it real or not? construction of meaning and identity in virtual influencer marketing," Journal of Business Research, Elsevier, vol. 194(C).
  21. Li, Ruiqin & Wang, Yan & Zhang, Hongli, 2023. "The shape of premiumness: Logo Shape's effects on perceived brand premiumness and brand preference," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
  22. Mirzaei, Abas & Wilkie, Dean Charles Hugh & Burgess, Amelie Jay, 2024. "Does human value-expressive brand anthropomorphism on social media lead to greater brand competitiveness?," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  23. Fabian Bartsch & Katharina Petra Zeugner-Roth & Constantine S. Katsikeas, 2022. "Consumer authenticity seeking: conceptualization, measurement, and contingent effects," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 296-323, March.
  24. Pillai, Kishore Gopalakrishna & Nair, Smitha R., 2021. "The effect of social comparison orientation on luxury purchase intentions," Journal of Business Research, Elsevier, vol. 134(C), pages 89-100.
  25. Wenjia Li & Huangyi Ding & Jingjing Gui & Qinghe Tang, 2024. "Patient acceptance of medical service robots in the medical intelligence era: an empirical study based on an extended AI device use acceptance model," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
  26. Caitlin de la Roche & Tiago de Barros & Tinashe Chuchu & Brighton Nyagadza & Marike Venter de Villiers, 2022. "An Investigation on Consumer Perceptions of Email and Social Media Marketing: An Advertising Case in South Africa," International Review of Management and Marketing, Econjournals, vol. 12(4), pages 29-37, July.
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