The Impact of Brand Anthropomorphism on Consumers’ Perceived Brand Warmth and Purchase Intention

Today, many brands try to act like people in packages, ads, and chat. This paper concludes other studies about brand anthropomorphism and consumers’ perceived brand. Other paper also focuses on the impact between brand anthropomorphism and consumers’ perceived brand. In this paper, there are two experiments. In the first one, participants are show two posters on claim, price and layout. In the second one, participants are asked why they choose the product. According to the experiments results, there are two conclusions. When people are exposed in similar experiment, they are more likely to buy these products. Because of warmth and caring, participants are predicted to purchase even competence and familiarity are controlled. Another result shows people tend to buy their familiar products, although they choose shopping online page. These two results show that brand anthropomorphism has impact on consumers’ perceived brand, and consumers are likely to buy familiar products whether online or store.