... on multiple real brands to test the mediating roles of warmth and competence. Given the central role of anthropomorphism in brand applications of the SCM, two corresponding variables are examined as moderators, one relating to the brand (brand anthropomorphism) and the other relating to the individual...

... consumption, translating their ideological incompatibility with certain brands into negative engagement and activism aimed at destroying the hated brand’s image and reputation. Furthermore, the findings reveal that brand anthropomorphism is a frequent means of communication also used in the context...

...’ ethical judgments. In the following sections, brand anthropomorphization, brand failures and loneliness are discussed in more detail, leading to the conceptual model and hypotheses. 18 10 2019 01 07 2020 12 12 2020 10 05 2021 16 05 2021 © Emerald Publishing Limited 2021...