ePrints

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

Lookup NU author(s): Dr Artyom Golossenko

Downloads

Full text for this publication is not currently held within this repository. Alternative links are provided below where available.

Abstract

Brand anthropomorphism is recognised as an important construct in marketing, yet it lacks clarity in operationalisation and valid measurement. The objective of this research, therefore, is to develop and validate the brand anthropomorphism scale (BASC). Brand anthropomorphism is defined as the perception of brand as an entity that has analogical human-like features, mental and emotional states that people believe to be distinctively human. It is conceptualised as a multidimensional superordinate construct. Across six studies (N = 1666), this research develops a valid and reliable measure of brand anthropomorphism that has 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.

Publication metadata

Author(s): Golossenko A, Gopalakrishna Pillai K, Aroean L

Publication type: Article

Publication status: Published

Journal: International Journal of Research in Marketing

Year: 2020

Volume: 37

Issue: 4

Pages: 737-755

Print publication date: 01/12/2020

Online publication date: 29/02/2020

Acceptance date: 20/01/2020

ISSN (print): 0167-8116

Publisher: Elsevier

URL: https://doi.org/10.1016/j.ijresmar.2020.02.007

DOI: 10.1016/j.ijresmar.2020.02.007

Altmetrics

Share