6.1b Brands Like Humans VS Like Me: The Effectiveness of Brand Anthropomorphism on Warmth Perceptions and Buying in Corporate Social Responsibility

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Drawing from existing anthropomorphism and social perception literature on warmth and competence, we conducted two experiments about brand anthropomorphism as a key message of corporate social responsibility (CSR). The findings of study 1 showed an anthropomorphic brand employed for CSR campaigns was effective in enhancing consumers’ warmth perception and buying pleasure. Applying self-perspectives, study 2 found that self-brand congruity influenced such consumer responses to the anthropomorphized brand in CSR campaigns, in particular when the brand was utilitarian rather than hedonic. Furthermore, perceived social connections and warmth perceptions toward the brand mediated the effect of self-brand congruity on the buying pleasure when consumers encounter CSR campaign. Theoretical and practical implications were discussed.

Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

6.1b Brands Like Humans VS Like Me: The Effectiveness of Brand Anthropomorphism on Warmth Perceptions and Buying in Corporate Social Responsibility

Abstract

First & Corresponding Author

Hyun Ju Jeong, University of Kentucky

Authors in the order to be printed.

Additional Authors

Jihye Kim, University of Kentucky