Acting like an interpersonal relationship: Cobrand anthropomorphism increases product evaluation and purchase intention

Abstract

The tendency for consumers to perceive brands as actual human beings has significant marketing implications. Extant research has examined the effect of anthropomorphism on consumer attitudes in a single brand context. Three experimental studies in this research explore the role of anthropomorphism in cobranding contexts. Study 1 provides evidence that imbuing cobrands with human-like characteristics can enhance product evaluation and purchase intention in the real brand scenario. The mechanism underlying this effect is further identified in the virtual brand scenario in Study 2, suggesting that anthropomorphizing brands can induce people to perceive the brands’ willingness to build a lasting and stable cooperative relationship; that is, the perception of interbrand relationship commitment (PIRC). Study 3 discusses the changes in anthropomorphism’s effects on PIRC under different brand identity fit and investigates how PIRC affects cobranded product evaluation and purchase intention. These findings contribute to the literature on cobrand anthropomorphism and provide managerial guidance on how to use anthropomorphism communication in cobrand advertising strategies.