Impact of Brand Anthropomorphism on Brand Loyalty through Brand Personality

Abstract

Study Objective: Brand anthropomorphism is a relatively new strategy which helps to build strong relationships between consumers and the brand Loyalty. This study aims to find out the impact of brand anthropomorphism on its dimensions (human body lineaments, human facial physiognomy, and self-brand congruity) and brand loyalty through the mediation of brand personality by collecting responses from the customers of fast food brands in the Lahore city of Pakistan.

Methodology: The sample size of the study is comprised of 351 consumers of fast food brands in the Lahore city, including McDonalds, Hardees and KFC. Data is collected through survey by convenience sampling. Reliability test results reveal that instrument used in this research is reliable. Prior to the study the normality and multicolinearity tests are applied.

Results/Findings: The findings provide the positive relationship between brand anthropomorphism, brand personality and brand loyalty in the Lahore city of Pakistan. The results of linear regression provided that there is significant relationship between brand anthropomorphism attributes human body lineaments, human facial physiognomy and self-brand congruity with brand Loyalty. In addition, mediation analysis provides that brand personality fully mediates between relationships of brand anthropomorphism and human body lineaments with brand loyalty. However, human facial physiognomy and self-brand congruity relationship with brand loyalty is not significantly mediated by brand personality.

Implication: This study proves that brand anthropomorphism is successful strategy so other brands of different category like makeup, clothing etc. can also use anthropomorphic features to develop consumer loyalty.