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

DOI

10.2991/978-94-6463-690-1_10How to use a DOI?

Keywords

brand anthropomorphism; brand attachment; stereotype content modeling

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shihan Zhang
AU  - Shuang Qiu
PY  - 2025
DA  - 2025/04/23
TI  - A Study on the Impact of Brand Anthropomorphism on Consumer Purchase Intention
BT  - Proceedings of the 2024 6th International Conference on Economic Management and Model Engineering (ICEMME 2024)
PB  - Atlantis Press
SP  - 97
EP  - 103
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-690-1_10
DO  - 10.2991/978-94-6463-690-1_10
ID  - Zhang2025
ER  -