... with servant brands. Specifically, this interaction effect arises because guilty consumers tend to avoid servant brands, which symbolically reinforce their reduced sense of self-deservingness induced by guilt. Originality/value This study pioneers the empirical integration of brand anthropomorphism...

...Gurbir Singh; Archit Vinod Tapar; M S Balaji Purpose This study aims to examine the role of anthropomorphism in mitigating the effects of brand transgression from the perspectives of attachment theory and role theory. It also investigates the underlying mechanism of brand attachment orientations...

... political affiliation leads to more negative brand attitudes than a political match, an effect mediated by brand betrayal. This mediation process is moderated by brand anthropomorphism. In a political mismatch, high anthropomorphism intensifies feelings of betrayal, whereas low anthropomorphism mitigates...

...Saubhagya Bhalla; Farrah Zeba Purpose This study aims to investigate how brand anthropomorphism impacts consumers’ eudaimonic well-being in a collaborative consumption context, specifically in the ride-sharing and accommodation-sharing context. This study performed a post hoc analysis to estimate...

... and can be contacted at: kl38@aru.ac.uk 30 06 2024 29 10 2024 03 04 2025 05 04 2025 © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Advertising Anthropomorphism Brand narrative Brand personification Endorsement...

...Zhipeng Xie; Jingyuan Wang; Huanyu Qin; Jing Zhao Purpose In social interactions, facial stupidity has been found to be negatively related to communication success. This research aims to examine the positive impact of product anthropomorphic stupidity on consumers’ perceived cuteness...

...Liang Xiang; Hyun Jung Park Purpose This study aims to provide a new perspective on the impact of mortality threats on consumer behavior through the lens of brand anthropomorphism. It examines the mediating effects of control and connectedness motives and the moderating effects of brand roles...

...Urška Tuškej; Klement Podnar Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology...

... expectations of significant others and the presence of factors that might impede or facilitate loving a brand) and brand love in one model represents an interesting research outlet. Involvement Theory of planned behaviour Anthropomorphism Brand love Forgiveness The concept of brand love...