... (secure and dismissive) and boundary conditions of brand role (partner vs servant) in these relationships. Design/methodology/approach Three experiments were conducted to test the proposed relationships. Study 1 examined how anthropomorphizing brands influences advocacy intentions. Study 2 explored...

...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...