Brand anthropomorphism

Anthropomorphism, generally defined as a cognitive process of attribution of human characteristics to non-human things or events, is characteristic also for the perception of brands. Research in marketing shows that people have no difficulties in attributing humanlike traits to products, companies, and their brands. They can easily describe brands as having humanlike appearance, personality, emotions, morality, and intentions. Even though the belief that a specific brand actually possesses humanlike characteristics is weak and should be understood as metaphoric, the exposure to the anthropomorphised brand impacts consumer’s interaction with this brand— it intensifies brand likability, increases the extent to which consumer is inclined to cooperate with the brand, strengthens identity-based relationships and makes consumer–brand interactions more personal and trustworthy. As such, anthropomorphism is of key importance for brand management. Yet, the phenomenon still is inconsistently conceptualized, insufficiently measured and underinvestigated.