Effects of liking the anthropomorphized versions of brands (H4a–H4c)
| Self-brand integration | Positive emotional connection | Anticipated separation distress | |
|---|---|---|---|
| Mean | Mean | Mean | |
| Low liking | 2.94 | 2.90 | 2.69 |
| High liking | 4.71 | 4.58 | 4.29 |
| F | 177.15*** | 170.79*** | 68.970*** |
| η2 | 0.38 | 0.36 | 0.19 |
| Self-brand integration | Positive emotional connection | Anticipated separation distress | |
|---|---|---|---|
| Mean | Mean | Mean | |
| Low liking | 2.94 | 2.90 | 2.69 |
| High liking | 4.71 | 4.58 | 4.29 |
| 177.15*** | 170.79*** | 68.970*** | |
| 0.38 | 0.36 | 0.19 |
Notes: MANOVA results: Pillai trace=0.397; F(3, 295)=64.701. ***p<0.000
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