Seeing brands as humans: Development and validation of a brand anthropomorphism scale

Golossenko, Artyom, Gopalakrishna Pillai, Kishore and Aroean, Lukman (2020) Seeing brands as humans: Development and validation of a brand anthropomorphism scale. International Journal of Research in Marketing, 37 (4). pp. 737-755. ISSN 0167-8116

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Brand anthropomorphism is recognised as an important construct in marketing, yet it lacks clarity in operationalisa-tion and valid measurement. The objective of this research, therefore, is to develop and validate the brand anthro-pomorphism scale (BASC). Brand anthropomorphism is defined as the perception of brand as an entity that has ana-logical human-like features, mental and emotional states that people believe to be distinctively human. It is conceptualised as a multidimensional superordinate construct. Across six comprehensive studies (N=1,666), this research develops a valid and reliable measure of brand anthropomorphism that has competent psychometric properties for convergent, discriminant and predictive validity. The results indicate that brand anthropomorphism is a valid predictor of outcomes such as brand trust and brand commitment. Finally, in support of incremental validity, it is identified that the BASC explains variance in brand trust and brand commitment above and beyond the measure of brand anthropomorphism commonly employed in the literature. Theoretical implications for research and implications for practice are also discussed.

Item Type: Article
Uncontrolled Keywords: brand anthropomorphism,brand perception,consumer–brand relationships,scale development,scale validation,marketing ,/dk/atira/pure/subjectarea/asjc/1400/1406
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Marketing
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Depositing User: LivePure Connector
Date Deposited: 22 Feb 2020 07:43
Last Modified: 07 Mar 2024 21:31
DOI: 10.1016/j.ijresmar.2020.02.007


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