The effect of brand anthropomorphism dimensions on customer purchase intention

Document Type : Research Paper

Authors

1 Associate professor, business Management department, Management faculty, Kharazmi university

2 Assistant Professor of Business Management Department in faculty of management, Kharazmi university

3 Master of Business Management , Kharazmi university

Abstract

Brand anthropomorphism has been recognized as an important construct in marketing recently. Brand anthropomorphism is defined as brand perception as an entity that has quasi-human characteristics such as mental and emotional states that people believe are specifically human. Brand anthropomorphism has been evaluated as a multidimensional component but less studied and the behavioral consequences of this important component have not been investigated. Therefore, the main purpose of this study is to investigate the effect of brand anthropomorphism dimensions on customer buying intent mediated by perceived intimacy and social presence of the brand. This research is descriptive-survey In terms of data collection. The statistical population of the study includes all visitors and audiences of Bimito site. In this study, due to the infinity of the statistical population and using the relationship between Jackson and Klein, a statistical sample of 384 has been determined. These statistics consistently used Bimito online stores to purchase products. In this research, customer information was obtained through a questionnaire and analyzed quantitatively. First, descriptive data were measured by SPSS24 software and then structural equations and Smart PLS2 software were used to test the research hypotheses. The results show that the dimensions of the brand anthropomorphism, which include: appearance, cognitive experience, conscious emotions and brand moral virtue, have a positive effect on perceived intimacy and social presence, and perceived intimacy and social presence also have an effect on the customer's intention to buy. Positively, the brand anthropomorphism directly affects the customer's intention to buy. From the perspective of the most influential, respectively, human appearance, cognitive experience and moral characteristics have the greatest impact on the customer's intention to buy from a brand.

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Quarterly Journal of Brand Management

Articles in Press, Accepted Manuscript
Available Online from 26 April 2023

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