This anthropomorphised brand is so loveable: The role of self-brand integration

What is it about?

Brand love has become an important topic of research in academic literature and applied marketing alike. Most of these studies have resulted in a better understanding of the complex and multifaceted nature of the concept, as well as in the identification of some of its antecedents (consumer aspects and personality traits). However, in order to explain how brand love is created, this study focuses on anthropomorphism as a potential antecedent of brand love. Based on the interpersonal theory of love and self-expansion theory, our study tries to shed more light on the process under which brand love is built by focusing on self-brand integration as a key element in that process, and proposing anthropomorphism as the mechanism that helps that integration. Findings from the empirical study conducted amongst a sample of 256 individuals demonstrate that brand love is built, not only through the integration of the anthropomorphised brand, but also that anthropomorphism exerts a direct effect on brand love. The moderating effect of brand attitude is also analyzed.

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