Anthropomorphism in building beverage brands a moderated mediation study among the young generation

Research objectives: This thesis aims to examine the relationships between brand anthropomorphism and brand attachment, brand trust, consumer perceived values, perceived price fairness,

INTRODUCTION

Research background

Since the early twenty-first century, anthropomorphism has garnered significant scholarly attention (M W Zhang et al., 2020) This concept, rooted in the Greek words "Anthropos" (human) and "Morphe" (shape) (Ding et al., 2022), involves perceiving nonhuman entities as human-like Epley et al (2007) describe anthropomorphism as the innate human inclination to attribute human characteristics, desires, and emotions to inanimate objects A common example of this phenomenon is when individuals name their cars and regard them as friends or loyal companions (Huang et al., 2020).

Figure 1 Evolution in the number of publications (1994 – June 2023)

Evolution in the number of publications

Brand anthropomorphism is increasingly recognized as the perception of a brand as a human entity with emotions, thoughts, and intentions (Ding et al., 2022; Guido & Peluso, 2015; Kwak et al., 2015; Puzakova et al., 2009; M W Zhang et al., 2020) Research trends indicate a significant rise in interest in this topic, particularly from 2018 to mid-2023, as illustrated in Figure 1, which tracks the number of published studies since 1994 The field has evolved through two distinct phases: the initial stage from 1994 to 2017, when brand anthropomorphism received minimal scholarly focus, and the recent booming phase characterized by a surge in interdisciplinary research.

Figure 2 Bibliographic coupling network (Source: authors based on VOSViewer software)

A bibliometric analysis of 368 publications on brand anthropomorphism was conducted using the Web of Science database, focusing on keywords such as "brand anthropomorphism," "anthropomorphism in branding," and "brand humanization." The analysis revealed six distinct research clusters The largest cluster, highlighted in red, emphasizes the influence of brand anthropomorphism and brand personality on consumer-brand relationships The green cluster explores the varied effects of brand anthropomorphism on consumer behavior, while the blue cluster addresses its application in digital contexts The yellow cluster examines anthropomorphized brands as relationship partners, the purple cluster investigates mediators and moderators of brand anthropomorphism, and the sky-blue cluster focuses on consumer emotions related to anthropomorphized brands, including brand love and attachment.

Table 1 Most influential articles of Bibliographic coupling analysis Cluster Most cited articles No of citation

Brand anthropomorphism, brand personality, and their effects on consumer-brand connections

Aggarwal and McGill (2007) Hudson et al (2016)

Aggarwal and McGill (2012) (Fournier & Alvarez, 2012) Delbaere et al (2011) Landwehr et al (2011) MacInnis (2012) Freling and Forbes (2005) Keller (2012)

Tuskej and Podnar (2018) Huang and Mitchell (2014) Aguirre-Rodriguez (2014) Huang and Guo (2021) Deng et al (2021)

Cluster Most cited articles No of citation

Chu et al (2019) Heine et al (2018) Kim et al (2018) Kara et al (2020)

The mixed effects of brand anthropomorphism on consumer responses

Puzakova et al (2013) Rauschnabel and Ahuvia (2014) Kim and Kramer (2015)

Puzakova and Aggarwal (2018) van Esch et al (2019)

Kwak et al (2015) Puzakova and Kwak (2017) Han et al (2019)

Kim and McGill (2018) Cooremans and Geuens (2019) Letheren et al (2017)

Golossenko et al (2020) Letheren et al (2016) Kwak et al (2017) Chan (2020) Lee and Oh (2021) Srinivasan and Sarial-Abi (2021)

M W Zhang et al (2020) Wan and Chen (2021) Han et al (2020) Chen et al (2020)

Adopting brand anthropomorphism in the digital context

Xiao and Kumar (2021) Pelau et al (2021) Perez-Vega et al (2018) Sreejesh et al (2020) Foehr and Germelmann (2020)

Cluster Most cited articles No of citation

Tsai et al (2021) Kim et al (2019) Amelia et al (2022) Huang and Liu (2021)

De Keyser and Kunz (2022) Jin and Youn (2021)

Anthropomorphized brands as relationship partners Kervyn et al (2012)

Hoffman and Novak (2018) MacInnis and Folkes (2017) Novak and Hoffman (2019) Bernritter et al (2016) Alvarez and Fournier (2016)

J T Wu et al (2017) Portal et al (2018) Bagozzi et al (2021) Huang et al (2020)

Investigating potential mediators and moderators of brand anthropomorphism

Kim and McGill (2011) Chandler and Schwarz (2010) Chen et al (2017)

Schweitzer et al (2019) Guido and Peluso (2015) Kim (2020)

F Ali et al (2021) Sarkar et al (2019) Brandao and Popoli (2022)

Anthropomorphism in the context of real-world brands

Anthropomorphism plays a significant role in branding and marketing, as marketers utilize visual and verbal cues to imbue products with humanlike characteristics Examples include M&M chocolates and Coca-Cola bottles designed to resemble human forms First-person narratives, such as "I am a Superman," encourage consumer interaction with brands Some brands, like Mrs Fields and Mr Kleen, are personified with emotional attributes, enhancing their relatability The application of anthropomorphism in marketing robotic services has gained traction, particularly in regions like Southeast Asia and the USA In Vietnam, local brands such as Miss Saigon perfume and Ong Tho by Vinamilk effectively incorporate anthropomorphic elements in their advertising campaigns.

A study by Faizan Ali et al (2021) highlights that brand anthropomorphism and brand love significantly enhance brand defense, particularly during sensitive situations like the Covid-19 pandemic Brands that are anthropomorphized, exhibiting emotional states and conscious behaviors, are perceived as more caring and concerned (Lee & Oh, 2021) This anthropomorphism fosters strong, personal relationships with consumers (Tuškej & Podnar, 2018) Notably, global brands like McDonald’s and Burger King have embraced anthropomorphism by proactively modifying their logos to align with the World Health Organization's social distancing guidelines (Faizan Ali et al., 2021).

This study focuses on healthy and energy drink brands for research experiments due to two key reasons: the frequent use of beverage bottles and advertisements as stimuli for manipulating brand anthropomorphism in academic research, and the common practice of employing anthropomorphism in real-world branding Notable examples include Suntory Natchan Orange, a fruit juice brand known for its human-faced packaging, and OKF Manuka Honey Lemonade, which is part of a leading multi-beverage company Additionally, Tio Pepe, a Spanish sherry brand, has effectively utilized an anthropomorphic bottle in its advertising for over a century.

Young consumers in the beverage industry

The beverage industry encompasses a wide range of categories, including alcoholic and non-alcoholic drinks, coffee, tea, dairy products, soft drinks, sports and energy drinks, juices, water, shakes, and nutritional liquids (Gerke, 2023) Notably, energy drinks and multivitamin supplements have surged in popularity over the past two decades, contributing to a global market growth of 6.5% from 2014 to 2020 (Bharadwaj & Bezborah, 2021).

& Bezborah, 2021) and was estimated to grow at 8.2% during 2020-2027 (Hutak et al.,

Young adults, particularly those aged 18-30, represent a crucial market segment for energy drinks and healthy beverages, with their numbers significantly increasing (Al-Ashwal et al., 2014) This demographic is divided into two subgroups: the early Z generation (18-24 years) and the late Y generation (25-30 years) (Xie et al., 2023; Yamane & Kaneko, 2021) Characterized by distinct behaviors and attitudes, these young consumers prioritize health and wellness, often choosing to work out at gyms and purchase health-conscious products more frequently than older generations (Kanchanapibul et al., 2014; Bharadwaj & Bezborah, 2021).

The rising popularity of energy drinks and healthy beverages, especially among younger consumers, highlights a significant market trend This growth can be attributed to effective marketing strategies targeting Generation Z (ages 18-24) and younger millennials (ages 25-30) (Hutak et al., 2022) Consequently, these demographics were chosen as research samples for the author's experimental studies.

Research gap

The author utilized co-citation and bibliographic coupling techniques to identify research gaps in the field (Ferreira, 2018) By integrating various bibliometric methods, a comprehensive understanding of the research topic is achieved (Chang et al., 2015) This study analyzed 368 relevant English publications published before June 2023, revealing the conceptual structure of research themes, highlighting the primary content of each theme, and identifying existing research gaps.

Recent analyses of brand anthropomorphism reveal significant trends, with co-citation studies identifying three main clusters and bibliographic coupling highlighting six distinct themes A comparison of these analyses indicates notable similarities between several themes, suggesting a continued scholarly interest in the mixed effects of brand anthropomorphism Future research should prioritize understanding how brand anthropomorphism influences consumers' subjective experiences, such as emotions of happiness and sadness, while also examining its potential negative effects Additionally, there is a need for developing conceptual frameworks that elucidate the underlying mechanisms of brand anthropomorphism, as well as investigating its antecedents and exploring potential mediators and moderators.

Consumer-brand relationships, where brands exhibit human-like personalities, are an important area of research Consumers tend to form stronger self-brand connections with humanized brands, resulting in more positive outcomes The appeal of anthropomorphism lies in its alignment with consumers' values and personalities While some researchers view brands as passive symbols, others see them as active partners in engaging with consumers This perspective suggests that brand connections often mirror interpersonal relationships Future studies should focus on critiques of brand relationships and the dynamics of their development.

Table 2 The comparison of co-citation and bibliographic coupling themes

Themes Co-citation themes Bibliographic coupling themes

Theme 1 Cluster 1 (Red) - The mixed effects of brand anthropomorphism on consumer responses

Cluster 2 (Green) - The diverse effects of brand anthropomorphism on consumer behaviors

Multidimensional relationships between consumers and anthropomorphized brands

Cluster 1 (Red) - The impact of brand anthropomorphism and brand personality on self-brand connections

Cluster 4 (Yellow) - Anthropomorphized brands as relationship partners

Theme 3 Cluster 3 (Blue) - Developing conceptual frameworks explaining the implicit mechanism of brand anthropomorphism

Cluster 5 (Purple) - Investigating potential mediators and moderators of brand anthropomorphism

Emerging trends Cluster 3 (Blue) - Brand anthropomorphism adopted in the digital context

Cluster 6 (Sky blue) - Consumer Emotions Toward

Anthropomorphized Brands (Source: authors’ bibliometric comparison, 2024)

Bibliographic coupling analysis highlights two key emerging topics: brand anthropomorphism in the digital realm and consumer emotions related to anthropomorphized brands It is essential to explore the integration of brand anthropomorphism with technology Specifically, examining various consumer emotions, such as brand love and brand attachment, towards anthropomorphized brands can open new avenues for future research.

Responding to the mentioned research call

Despite the growing use of anthropomorphism in branding, there is a notable lack of comprehensive theoretical studies in the existing literature (MacInnis & Folkes, 2017) The benefits of utilizing anthropomorphism in marketing remain poorly understood (Portal et al., 2018), and research in this area is fragmented and lacks cohesion (Bagozzi et al., 2021) Currently, only three review papers (Avis & Aitken, 2015; MacInnis & Folkes, 2017; Portal et al., 2018) and one meta-analysis (Velasco et al., 2021) have addressed this topic This scarcity of reviews highlights the need for more conceptual research to provide a unified perspective on brand anthropomorphism The author’s paper aims to offer a comprehensive view by consolidating related publications and interpreting their insights in a structured manner.

A bibliographic analysis was performed using relevant articles sourced from the Web of Science database, revealing the conceptual framework and evolution of research themes while suggesting potential avenues for future studies.

Recent research indicates that anthropomorphizing brands can effectively enhance brand attachment, which is defined as the strength of the bond between the brand and the self (Park et al., 2010) Despite this, empirical studies exploring the mechanisms of how and when anthropomorphism affects brand attachment remain limited (K J Chen & J S Lin, 2021; Girardin et al., 2023; Yoshiaki Kikuchi et al., 2021; Li et al., 2023; Ma et al., 2023; Rajput et al., 2020; J Wu et al., 2017) A systematic review reveals that no research has highlighted the critical role of customers' perceived values as a mediator in this relationship To fill this gap, the author's paper offers a comprehensive perspective on the interplay between brand anthropomorphism, brand attachment, and consumer values.

Research has predominantly focused on the positive aspects of consumer-brand relationships, with less emphasis on the negative dimensions (Bagozzi et al., 2021; Puzakova & Aggarwal, 2018) This study advances previous research by exploring both positive and negative interactions between consumers and brands Positive relationships are often linked to brand attachment, which in turn fosters pro-brand behaviors such as brand loyalty (MacInnis & Folkes).

2017) The opposite of brand attachment is brand betrayal, which describes a state where prominent brands violate consumers' trust, influencing their judgments (Bagozzi et al.,

Psychologists suggest that brands, when viewed as social members, are expected to adhere to social norms, influencing consumer-brand interactions beyond mere economic benefits (Aggarwal, 2004) Positive brand assessments occur when brands meet consumer expectations, while violations of these norms can lead to negative evaluations (Gefen et al., 2008) The author argues that humanized brands must align their actions with consumers' beliefs, as increasing prices can damage brand relationships and foster perceptions of unfairness (Bagozzi et al., 2021; Kwak, 2017) Perceived price unfairness often arises from unreasonable disparities between a seller’s prices and reference prices (Xia et al., 2004) However, consumers may become less sensitive to price hikes if they trust the brand's competence, while those focused on benevolence are more likely to view price increases as unfair (Riquelme et al.).

Research objectives

This thesis aims to investigate the connections between brand anthropomorphism and key factors such as brand attachment, brand trust, consumer perceived values, perceived price fairness, and purchasing intentions, while also analyzing the moderating influence of brand stereotypes within the beverage industry To achieve this, the paper outlines four specific research objectives.

Objective 1: investigate the effects of brand anthropomorphism on emotional brand attachment via young consumers’ perceived values

Objective 2: examine the effects of brand anthropomorphism on young consumers' perceptions of perceived price fairness, subsequently leading to purchasing intentions

Objective 3: explore the moderating effects of brand stereotypes from an anthropomorphic point of view

Objective 4: provide valuable recommendations for marketing managers to enhance brand relationships and mitigate young consumers’ sensitivity to price changes in the beverage industry

The study proposes a mediation framework that clarifies how brand anthropomorphism influences emotional brand attachment through consumers' perceived values It emphasizes three key dimensions of value—sentimental, social, and instrumental—arising from consumers viewing brands as humanlike By integrating Epley et al.'s three-factor theory and Bowlby’s attachment theory, the paper provides a robust explanation of the relationship between brand anthropomorphism and brand attachment, mediated by consumers' value perceptions.

The study investigates how anthropomorphic brands influence consumer perceptions of price fairness and purchasing intentions, particularly during price increases Grounded in social judgment theory, it posits that consumers assess these brands based on perceived trustworthiness Notably, trust can be viewed through different lenses, such as competence and benevolence, impacting consumer evaluations during brand interactions This differentiation in trust types leads to varied perceptions of price fairness among individuals.

The author's research explores how brand stereotypes influence consumer perceptions of anthropomorphic brands Utilizing the stereotype content model, it highlights that the differentiation between brand competence and warmth affects brand attachment, trust, and perceived fairness, ultimately impacting purchasing intentions Brands perceived as warm enhance attachment and benevolence trust, leading to heightened feelings of betrayal during price increases and reduced buying intentions Conversely, under competence conditions, brand anthropomorphism shows a weaker link to attachment but fosters greater trust in the brand's capabilities, resulting in lower sensitivity to price changes and increased purchasing intentions.

The author aims to offer valuable insights for marketing managers to strengthen brand relationships and reduce young consumers' sensitivity to price fluctuations in the beverage industry While the use of anthropomorphism in drink branding is on the rise, there is a notable gap in empirical research on this topic This paper presents four experiments focused on healthy and energy drink brands, designed to test the hypotheses of the proposed research model.

As young generations cover the most considerable proportion of target consumers for this market segment, they were chosen as the author’s research sample.

Research questions

Taken together, the research questions of this paper are as follows:

(1)How does brand anthropomorphism directly influence brand attachment in the context of beverage brands?

(2)How do young consumers’ perceptions of sentimental, social, and instrumental value partially mediate the relationship between brand anthropomorphism and brand attachment?

(3)How does brand attachment impact young consumers’ buying intentions towards anthropomorphized beverage brands under price increases?

(4)How do anthropomorphic beverage brands affect young consumers’ perceptions of fairness and their purchasing intentions, applying in the case of price increases?

(5)How do competence and benevolence trust mediate the relationship between brand anthropomorphism and consumers’ inferences of perceived price fairness?

(6)How do brand stereotypes (warmth vs competence) convey their moderating effects regarding anthropomorphic views?

(7)How does this research provide recommendations for marketing managers to enhance brand relationships and mitigate young consumers’ sensitivity to price changes in the beverage industry?

Research methodology

The author performed a comprehensive assessment of 368 publications on brand anthropomorphism using both quantitative and qualitative methods Employing bibliometric analysis, which involves statistical examination of citation patterns, the study utilized techniques such as bibliographic coupling, co-citation, and co-word analysis to gain deeper insights into the research landscape By integrating these methods, the author was able to effectively visualize the key research streams in brand anthropomorphism Additionally, systematic reviews of significant articles were conducted to outline the primary content of each theme and identify existing research gaps.

The author developed a research framework to explore how brand anthropomorphism affects brand attachment through three types of perceived values The model also examined the impact of anthropomorphic brands on perceived price fairness, particularly during price increases, by analyzing various dimensions of brand trust Four experiments focused on energy and healthy drink brands were conducted to test the hypotheses of this research model.

The young generation, particularly the older segment of Generation Z (ages 18 to 24) and younger millennials, represents a significant portion of consumers for energy drinks and healthy beverages (Al-Ashwal et al., 2014; Hutak et al., 2022).

(25 - 30) who were interested in sports/juice drink brands were selected as the research sample of the author’s experimental studies

In this study, the author employed an experimental methodology to manipulate brand anthropomorphism A systematic review of the existing literature revealed that quantitative techniques predominantly characterize the field of brand anthropomorphism, with the majority of empirical research concentrating on scenario-based experiments conducted in laboratory settings.

Only a few studies have carried out field-based experiments (i.e., natural environments) or applied real-world archival data to validate experimental research findings (Deng et al.,

2021) Several papers adopted other research methods, such as surveys (Tuskej & Podnar,

2018) or qualitative approaches (Gbadamosi, 2015; M Kniazeva & R W Belk, 2010) Very few studies opted for mixed methods (Rutter et al., 2017) or methodological triangulation (i.e., a multi-method qualitative approach) (Freling & Forbes, 2005)

It is also worth noting that following the experiment method, most influential publications (Aggarwal & McGill, 2012; Hudson et al., 2016; Kwak et al., 2017; Puzakova

In their research, Aggarwal (2018) conducted multiple studies within a single paper, utilizing various stimulus materials to effectively manipulate brand anthropomorphism and achieve reliable findings The author’s investigation included four sequential experiments (Study 1A, 1B, 2A, and 2B), featuring two anthropomorphic designs—Juicy healthy juice and Supreme energy drink—along with two price increase levels (15,000 VND and 55,000 VND) and diverse ad versions focused on brand stereotypes like warmth and competence This comprehensive approach aimed to validate the impact of brand anthropomorphism on key variables, including brand attachment and consumers’ perceptions of price fairness.

The study employed a nonprobability design and determined the sample size based on similar previous research, ensuring reliability and validity (Hair et al., 2019) Data from online surveys involving 531 young Vietnamese respondents were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique PLS-SEM was chosen for its effectiveness in exploratory research, its suitability for non-normally distributed data and smaller sample sizes, and its capability to assess mediating and moderating effects Consequently, PLS-SEM emerged as the most appropriate method for data analysis in this study.

The research process consists of three key steps: first, a bibliometric analysis and systematic review were performed to identify research problems and gaps; second, research models and hypotheses were developed based on these gaps, with measurement scales sourced from established studies to evaluate the variables; and finally, two pilot studies were conducted to validate brand anthropomorphism and price changes, followed by four experiments to examine moderated mediation relationships Data was gathered from 531 young participants, utilizing the Partial Least Squares technique for statistical analysis.

Research contribution

This study addresses existing literature gaps by integrating Epley et al.'s (2007) three-factor theory of anthropomorphism, Bowlby's (1969) attachment theory, and social judgment theory (Atkin & Smith, 2008; Sherif & Hovland, 1961) to enhance the understanding of consumer-brand interactions specifically within anthropomorphic brands.

The author's research investigates the impact of brand anthropomorphism on brand attachment, exploring how different dimensions of perceived values mediate this relationship Additionally, the study examines consumer perceptions of price fairness and purchasing intentions in response to sudden price increases, assessing the roles of competence trust and benevolence trust Furthermore, it evaluates how brand stereotypes, specifically competence versus warmth, moderate these relationships The findings provide valuable theoretical insights and practical implications for understanding consumer behavior in relation to branding and pricing strategies.

This study enhances the understanding of brand anthropomorphism, attachment, trust, and price fairness, offering valuable insights for businesses aiming to improve brand management and secure a competitive edge By adopting humanlike branding strategies, companies can elevate consumers’ perceived value, fostering stronger brand attachment Additionally, these anthropomorphism tactics encourage consumers to view price increases more favorably, resulting in reduced sensitivity to such changes.

Research structure

This research is structured as follows

Chapter 2 – Literature review and hypotheses development

Chapter 4 – Data analysis, results, and discussions

The thesis presented a comprehensive overview of the research background, critical issues, objectives, and questions Through a literature review, the study aimed to establish research frameworks that elucidate the impact of brand anthropomorphism on consumers' emotional attachment and perceptions of price fairness, particularly in the context of price increases Additionally, it emphasized the significant roles of mediators such as consumers' perceived values and various forms of trust, along with the moderating effects of brand stereotypes, specifically warmth versus competence.

LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT

Theoretical approaches

The proposed research framework was developed from a combination of the Three- Factor Theory of Anthropomorphism (Epley et al., 2007), Attachment Theory (Bowlby,

The study, grounded in Social Judgement Theory and Attachment Theory, explores the dual aspects of consumer-brand interactions with anthropomorphic brands It posits that anthropomorphism can enhance customers' perceived brand value—sentimental, social, and instrumental—leading to stronger emotional connections and brand attachments Additionally, the research examines how these interactions influence brand trust and perceptions of fairness, particularly in scenarios involving price increases.

The Three-Factor Theory of Anthropomorphism, established by Epley et al in 2007, is a significant framework in understanding brand anthropomorphism This theory highlights three essential factors—sociality, effectance, and elicited agent knowledge—that influence consumer behavior, particularly the transition from detachment to re-attachment to a brand Researchers have noted its impact on developing conceptual frameworks that explain the underlying mechanisms of brand anthropomorphism.

In 2017, researchers began exploring consumer-brand relationships through the lens of Attachment Theory, enhancing our understanding of how brands connect with consumers (Wan & Chen, 2021) They posited that anthropomorphized brands act as relationship partners (Fournier & Alvarez, 2012), fostering a deep connection with consumers when these brands are perceived as an extension of the self (MacInnis & Folkes, 2017).

The author's research focuses on consumers' perceptions of distributive justice, particularly regarding perceived price fairness The literature highlights key theories that scholars utilize to explore fairness perceptions, with the Equity Theory (Adams, 1965) and the Dual Entitlement Principle (Homburg et al.) being the most prevalent.

In evaluating price fairness, customers compare the price they pay to reference prices, expecting a fair price aligned with the firm's profit intentions When this balance is disrupted, consumers perceive price unfairness, believing the company profits excessively Price fairness perceptions are influenced by the input-output ratio of transactions and shaped by motivational factors, self-perceptions, and relational norms Theories such as Justice Reasoning Theory, Social Exchange Theory, Social Relationship Theory, and Social Judgement Theory highlight that individuals' values and goals can vary from self-interest to other-oriented perspectives, impacting the effects of brand anthropomorphism in real-world scenarios.

2.1.1 A three-factor theory of anthropomorphism (Epley et al., 2007)

Epley et al (2007) proposed a three-factor model theory that identifies psychological drivers regulating anthropomorphism The first factor, elicited agent knowledge, relates to how individuals apply their understanding of human traits when interpreting inanimate objects (Yuan et al., 2022) The second factor, effectance motivation, involves the desire to effectively engage with the environment and accurately predict nonhuman behavior, which increases anthropomorphism as individuals seek to manage uncertainty and gain a sense of control (M W Zhang et al., 2020) The third factor, sociality motivation, highlights the human need for social connections, suggesting that feelings of loneliness or isolation can enhance anthropomorphism, while a sense of belonging diminishes it (Epley et al., 2007) Overall, these three factors influence how self-knowledge is activated and applied, affecting the tendency to anthropomorphize.

According to the three-factor theory of anthropomorphism found by Epley et al

In 2007, the author proposed that humanizing a brand can enhance its utility by appealing to the self, enabling personal growth, and enriching individual experiences By anthropomorphizing a brand, consumers can identify with it, gaining sentimental value and psychological comfort According to the effectance motivation theory, humanized brands foster a sense of self-efficacy, power, and competence Additionally, drawing from the sociality motivation perspective, these brands can provide social value by enhancing social approval and fostering a sense of belonging.

Attachment Theory explores the psychological and emotional connections between individuals and has found applications in various fields, including branding and marketing (Sidlauskiene et al., 2023) Originally based on the attachment observed between infants and their primary caregivers (Bowlby, 1969), the theory suggests that an attachment seeker will form a strong bond with a caregiver perceived as responsive during times of need (Sarkar et al., 2019; Thomson et al.).

Wan and Chen (2021) highlight that emotional attachment in infants is influenced by three key resources provided by caregivers Firstly, caregivers meet infants' basic survival needs through comfort, support, and sensory stimulation, such as nurturing gestures Secondly, they help shape the infants' self-identity by teaching them about their familial connections Lastly, caregivers enhance infants' self-efficacy by guiding them on their capabilities Overall, the protective care and support from caregivers play a crucial role in fostering infants' attachment and proximity.

This study builds on Attachment Theory (Bowlby, 1969) and research by Wan and Chen (2021) to explore the relationship between brand anthropomorphism and brand attachment It posits that anthropomorphizing brands can enhance consumer values—sentimental, social, and instrumental—which are crucial for fostering strong brand attachment.

2.1.3 Social Judgement Theory (Atkin & Smith, 2008; Sherif & Hovland, 1961)

The literature on fairness perceptions highlights key theories that scholars have utilized, notably Equity Theory (Adams, 1965) and Social Exchange Theory (Kelley, 1959), which emphasize self-focused orientations and the pursuit of maximizing personal outcomes (Kwak et al., 2015) Recent studies indicate that customers' evaluations of (in)justice are also influenced by their motivational concerns, self-perceptions, and relationship norms (Kwak et al., 2017) Building on this foundation, researchers have introduced additional frameworks such as Justice Reasoning Theory (Kwak, 2017), Regulatory Focus Theory (Chen et al., 2023), Role Theory (Gretry et al., 2017), Social Relationship Theory (Aggarwal, 2004), and Social Judgement Theory (Riquelme et al., 2019).

Recent research indicates that successful interactions and positive evaluations depend on social partners adhering to behavioral norms According to Role Theory (Solomon et al., 1985), individuals must understand their roles in relationships and act accordingly; alignment with social expectations enhances trust, while misalignment diminishes it (Gretry et al., 2017) This perspective is supported by Social Judgement Theory (Atkin & Smith, 2008; Sherif & Hovland, 1961), which posits that social norms influence individuals' judgments about others (Riquelme et al., 2019) The authors suggest that consumers' negative perceptions can be alleviated if companies operate within the bounds of consumer acceptance (Riquelme et al., 2019).

The study, grounded in Social Judgement Theory and anthropomorphism literature, explores how consumers perceive brand trust and distributive fairness regarding price changes in anthropomorphic beverage brands It highlights that when consumers view humanized brands as part of their social circles, the brands must align their actions with consumer expectations Unexpected price increases can negatively impact brand relationships, emphasizing the importance of consistency in brand behavior.

In 2021, research indicated that emphasizing brand competence trust, such as credibility, can lead consumers to accept price changes more readily, enhancing their perception of price fairness (Kwak, 2017) Conversely, when consumers prioritize benevolence beliefs, including goodwill and sympathy, they are likely to view unfavorable pricing experiences as increasingly unfair (Riquelme et al., 2019).

A systematic review of main concepts

Anthropomorphism is a psychological process where individuals infer unobservable qualities of inanimate objects based on cognitive factors related to human knowledge, as outlined by Epley et al (2007) This concept is supported by the Three-Factor Model Theory and aligns with person construal theory, which explains how people recognize anthropomorphized products Observers gather specific information and derive general meanings attributed to these objects, a process that can be described as abstraction (Han et al., 2019).

The effectiveness of anthropomorphism beliefs relies on certain characteristics, as individuals do not uniformly apply anthropomorphic interpretations to nonhuman entities in social contexts Research by Aggarwal and McGill (2007) indicates that an object's movement can trigger perceptions of life, with objects moving at speeds comparable to human movement being more frequently anthropomorphized Conversely, items that move very slowly tend to be perceived as lacking human-like qualities.

Research by Aggarwal and McGill (2007) suggests that people are more inclined to anthropomorphize nonhuman agents that resemble humans This implies that a Coca-Cola bottle, with its more human-like features, is likely to be perceived as more relatable than a standard can of Coke.

Guthrie and Guthrie (1995) identified three types of anthropomorphism: partial, literal, and accidental Partial anthropomorphism is the most studied, occurring when inanimate objects exhibit human-like shapes, characteristics, or behaviors, leading people to perceive them as resembling humans without mistaking them for real people In contrast, literal anthropomorphism occurs when individuals mistakenly believe that inanimate objects are actual humans, such as confusing stacked garbage bags for a person in low light (Aggarwal & McGill, 2007) Lastly, accidental anthropomorphism arises when individuals inadvertently attribute human traits to non-human entities, like perceiving a human face in a rock (Ha et al., 2022).

Ding et al (2022) define brand anthropomorphism as the perception of a brand as a human entity This concept is expressed through three key dimensions: the attribution of human features or physical characteristics, the assignment of human personality traits, and the recognition of a brand's cognitive abilities.

According to MacInnis and Folkes (2017), researchers have identified three primary approaches to measure brand anthropomorphism The first method involves assessing whether participants view a brand or product as having life-like qualities.

Anthropomorphism in branding can be categorized into three types The first type focuses on the creation of brand characters that possess human-like personalities or physical traits The second type evaluates how these characters are designed to reflect human attributes Lastly, the third type measures the degree to which consumers perceive brands as autonomous entities capable of cognitive thoughts and emotions.

Brand anthropomorphism and its consequences

This section provides an overview of the literature on the relationship between brand anthropomorphism and brand attachment, as summarized in Table 3 A thorough examination of 368 publications identified significant research gaps, revealing that only ten academic papers, including three reviews and seven empirical studies, have focused on consumers' attachment to anthropomorphic brands The analysis highlights that this emerging topic has been explored across various branding contexts, such as energy drinks, hotels, fashion clothing, luxury cosmetics, and self-service technology, with experiments being a prevalent method for investigation.

Research indicates that anthropomorphizing brands can significantly boost brand attachment However, the impact of customers' perceived values of humanlike brands on this attachment has not been thoroughly explored This paper aims to fill this gap by offering a comprehensive analysis of the relationship between anthropomorphism, brand attachment, and consumer values.

Table 3 Systematic review on the link between brand anthropomorphism and brand attachment Study Context Constructs Methodology Findings

Brand personification, Perceived anthropomorphism, Brand attachment, Brand experience, Need for cognition, Need for belonging, Parasocial interaction

Experiment - Test and confirm the impact of brand personification on perceptions of anthropomorphism, which in turn evoke brand relationship outcomes such as brand attachment

- Investigate the moderating effects of psychological motivations (i.e., need for cognition, need for belonging, parasocial interaction) in brand relationship formation

Brand anthropomorphism, Positive affect, Brand attachment, Brand nostalgia, Social exclusion

Experiment - Report that anthropomorphic brand significantly triggers emotional brand attachment

- Confirm the mediating role of positive affect and moderating effects of brand nostalgia and social exclusion on the relationship between brand anthropomorphism and brand attachment

Brand positioning (friend-like vs engineer-like), Style of smart interaction, Brand warmth, Brand competence, Brand attachment

Experiment - Uncover that friend-like

(vs engineer-like) brand positioning and smart interaction style generate brand warmth, brand competence, and ultimately brand attachment

Perceived coolness, Perceived warmth, Perceived cuteness, Need for

Experiment - Incorporate the dimensions of “coolness,” “warmth,” and

“cuteness” to examine the effects of anthropomorphism-based

Study Context Constructs Methodology Findings uniqueness, Emotional brand attachment, Willing to pay a premium price communication on consumers’ emotional brand attachment, subsequently resulting in a willingness to pay a premium rate

- Verify the moderating role of the “need for uniqueness.”

Survey - Support the correlation between brand anthropomorphism and anticipated separation distress through the mediation of brand love

- Separation distress is a critical indicator of emotional brand attachment

Brand-congruent employee behavior, Communication on brand roots,

Communication on brand virtue, Brand anthropomorphism, Perceived brand authenticity, Emotional brand attachment, Positive word-of- mouth, willingness to pay a price premium, Brand attitude

(e.g., service gap), iconic cues (e.g., communication on brand virtue), and existential cues (e.g., brand anthropomorphism) as antecedents of higher education brand perceived authenticity

- Access the influence of such authenticity perception on brand attitude, emotional attachment, word-of-mouth, and willingness to pay

- Emphasize that self-concept is crucial in object attachments, including brands and products

- Reveal that stronger anthropomorphism is

Study Context Constructs Methodology Findings associated with stronger object attachment

- Suggest that young consumers will show greater brand attachment when exposed to an anthropomorphic brand

- Hypothesize the mediating role of kin recognition on the association between brand anthropomorphism and brand attachment

Research review - Suggest that anthropomorphism offers resources to satisfy persons’ motivations in three domains: a sense of comfort and pleasantness, self-identity, and self-efficacy

- Inspect how an individual’s attachment to the objects is shaped by anthropomorphism in terms of those resources

- Highlight several ways of humanizing brands based on SEEK model (Epley et al.,

- Explore ways a person views a brand as congruent with or connected to the self

- Evaluate the effects of factors related to anthropomorphism on brand attachment

(Source: Author’ summarization – Systematic review)

The author provides a comprehensive overview of the literature examining the relationship between brand anthropomorphism and perceived price fairness, as summarized in Table 4 A systematic review of 368 publications revealed significant research gaps, focusing exclusively on brand anthropomorphism's impact on perceived price fairness while excluding related topics like anthropomorphized AI technologies The findings indicate that only five academic papers have investigated this relationship, and notably, no studies have explored the various dimensions of brand trust, which is a vital mediator in relationship marketing Additionally, the analysis highlights that experiments have been employed to investigate this emerging area of research.

Table 4 A systematic review of brand anthropomorphism and perceived price fairness Study Context Constructs Methodology Findings

Coffee maker, battery charger, 3D HD webcam

Brand anthropomorphism, Perceived price fairness, Actual purchasing behaviors, Agency- communion orientation, Exchange- communal relationship

Experiment - The study tested and confirmed the impact of brand anthropomorphism on the perception of price fairness, which in turn evokes actual purchasing behaviors

- The moderating effects of consumers’ agency- communion orientation and brand relationship norms are also investigated

Battery charger, tablet, pairs of sandals

Brand anthropomorphism, Distributive fairness, Procedural fairness, Self- construal

Experiment - The research examined the effects of brand anthropomorphism on consumers’ perception of two types of fairness (distributive vs procedural)

- The moderating role of consumers’ self-construal (independent vs

Study Context Constructs Methodology Findings interdependent) is further explored

Brand anthropomorphism, Brand attachment, Willingness to pay premium prices, Need for uniqueness

Experiment - The paper observed the influence of anthropomorphism-based communication on brand attachment, leading to a willingness to pay a premium price

- The study additionally verified the moderating effects of the “need for uniqueness.”

- Consumers are more likely to judge the anthropomorphic brand based on its trustworthiness

- Communion-oriented users (who concentrate on unity with others) might judge price increases relying on more positive motives, as contrasted to agentic persons (who focus on the self)

(Source: Author’ summarization – Systematic review)

Bowlby's pioneering research in 1969 established the foundations of attachment theory, focusing on parent-infant relationships An attachment is defined as an emotion-laden bond between an individual and a specific object (Thomson et al., 2005, p.78) The strength of these attachments varies, with stronger bonds associated with heightened feelings of affection, passion, and connection (Liu et al., 2020) This inclination to form emotional attachments to particular individuals is a fundamental human need (Thomson et al., 2005).

Researchers have explored the concept of attachment within branding, highlighting emotional brand attachment as a key element of positive consumer-brand relationships (Thomson et al., 2005) This attachment fosters warm feelings, affection, passion, and a sense of connection to the brand (Bagozzi et al., 2021; Liu et al., 2020) Drawing from interpersonal attachment theory, it is suggested that consumers, viewed as attachment seekers, will experience heightened emotions towards a brand perceived as responsive in their times of need, akin to a caregiver (Sarkar et al., 2019).

Brand attachment is defined as the strength of the bond between a brand and an individual, encompassing two key components: brand-self connection and brand prominence Brand-self connection involves the emotional ties that create a sense of identity with the brand, while brand prominence indicates the strength of this attachment, reflecting how vividly these cognitive and emotional links are remembered by consumers Research suggests that individuals form brand attachments similarly to how they develop interpersonal relationships, highlighting the importance of these connections in consumer behavior.

Park et al (2013) expanded the idea of brand attachment by highlighting its role in self-expansion through brand functionality Individuals are motivated to form and nurture strong connections with brands to enhance their self-identity By integrating brand resources, perspectives, and attributes into their sense of self, people bolster their capacity to realize their aspirations (Bagozzi et al., 2021).

Previous research suggested that emotional attachment remains stable due to long-term relationships (Shimul, 2022) In contrast, recent findings indicate that such attachments can form rapidly (Dunn & Hoegg, 2014; Schroll et al., 2018) For instance, consumers often quickly develop emotional connections to products featuring handwritten typefaces on packaging, as these cues evoke a sense of human presence, thereby enhancing product affinity (Schroll et al., 2018).

2018) This effect increases consumers’ positive responses to products, such as higher purchase intention and willingness to pay a price premium (Schroll et al., 2018; Thomson et al., 2005)

Hypothesis Development

This article presents a research framework aimed at understanding consumer-brand interactions, highlighting the positive relationship between brand anthropomorphism and brand attachment, mediated by consumers' perceived values The framework integrates Epley et al.’s three-factor theory of anthropomorphism and Bowlby’s attachment theory It also explores how anthropomorphic brands affect perceptions of price fairness and purchasing intentions during price increases, drawing on social judgment theory to examine the dual effects of trust dimensions on these relationships Additionally, brand stereotypes, specifically competence versus warmth, are identified as key moderators that influence the varying impacts of anthropomorphism on consumer evaluations and behaviors Further details on hypothesis development are provided.

2.3.1 Brand anthropomorphism and brand attachment

Self-concept plays a vital role in understanding brand attachment, as it reflects the psychological bond between an individual and a brand Kikuchi et al (2021) describe this attachment as a state where a brand becomes an extension of the self, emphasizing the importance of personal identification with the brand (Park et al., 2010) The degree of self-congruence, or the perceived alignment between one's identity and the brand, significantly influences the strength of brand attachment (Malọr et al., 2011).

Prior research has explored the concept of attachment in relation to anthropomorphic brands, which involve attributing human traits to products According to Epley et al (2007), anthropomorphism allows consumers to apply human knowledge to brands, leading them to perceive these brands as humanlike This perception enables consumers to integrate the brand into their self-concept, viewing it as an extension of themselves (K.-J Chen & J.-S Lin, 2021) Consequently, this belief fosters a stronger emotional attachment between consumers and anthropomorphized brands, enhancing their overall sense of self (Kim & Swaminathan, 2021).

Building on prior research, it is reasonable to anticipate that humanizing a brand enhances its relevance to the self, thereby increasing its utility and appeal This perspective aligns with Epley et al.'s (2007) three-factor theory of anthropomorphism, which supports the idea that brands can enrich and entice the self.

H1: Brand anthropomorphism positively influences brand attachment

2.3.2 The mediating role of sentimental value, social value, and instrumental value

To the best of the author’s knowledge, only one study reported by Kwok et al

A study by Kwok et al (2018) examined how the perceived value of an object mediates the relationship between anthropomorphism and object attachment, revealing that individuals who anthropomorphize unowned objects tend to attribute greater instrumental and sentimental value to them, which enhances their attachment Building on this research, it is theorized that humanizing brands can similarly increase consumers' perceived instrumental, sentimental, and social value This aligns with findings from Caspi et al (2022), suggesting that people often assign personal and socially shared values to anthropomorphized objects, reflecting a consensus within social groups.

Several scholars, including Lam and Shankar (2014) and Yeh et al (2016), argue that consumers' perceived values are crucial antecedents of brand attachment Liu et al (2020) emphasize that the emotional connection between consumers and hotel brands can be evaluated through the brands' functional, symbolic, hedonic, and sentimental benefits Additionally, Lam and Shankar (2014) suggest that perceived value serves as a foundation for consumers' emotional attachment to mobile device brands, as it closely aligns with individuals' motivations, such as the desire for social connection.

This research introduces a mediation mechanism that clarifies the relationship between brand anthropomorphism and brand attachment, focusing on three key value dimensions: instrumental, social, and sentimental Based on Epley et al.'s three-factor theory (2007), it suggests that these values emerge when consumers view a beverage brand as humanlike Additionally, integrating attachment theory (Bowlby, 1969), the author argues that consumers are likely to form stronger attachments to brands that generate these values.

Sentimental value is a subjective and significant emotional need that often arises from spending time with loved ones or experiencing important life events, such as weddings and graduations (Liu et al., 2020) Research indicates that this value can also be derived from consumption experiences, highlighting its importance in consumer behavior (Sweeney & Soutar, 2001) Furthermore, the sentimental value associated with a brand plays a crucial role in influencing consumers' decision-making processes (Hwang & Hyun).

Anthropomorphism evokes sentimental value, which represents the symbolic meaning of an item that reflects an individual's unique self (Kwok et al., 2018) This sentimental value encompasses not only the emotional significance of an object but also its connection to specific social relationships, such as memories associated with loved ones The tendency to anthropomorphize allows individuals to perceive humanlike objects as extensions of their identity, differentiating them from others (Wan & Chen, 2021) By projecting human characteristics onto these objects, people see themselves reflected in them (Epley et al., 2007; Higgins, 1996) The sociality motivation theory suggests that anthropomorphizing serves as a substitute for human relationships (Epley et al., 2007; Bartz et al.).

Research indicates that individuals who anthropomorphize objects are more inclined to associate these objects with their relationships and social groups (Kwok et al., 2018) This perspective highlights a positive link between anthropomorphized items and their perceived emotional value The author aims to establish this correlation specifically within the realm of brand anthropomorphism.

The author suggests that the sentimental value of humanized brands can significantly enhance psychological comfort for consumers, fostering emotions such as peace of mind and ease (Radia et al., 2022) This emotional connection is essential for nurturing robust brand relationships (Stern, 1997).

“fits” consumers’ self-concept, it generates a sense of comfort to consumers (Aaker, 1999; Malọr et al., 2011; Sirgy, 1982), then leading to brand attachment (Wan & Chen, 2021)

As discussed, the author suggested that:

H2a: Brand anthropomorphism leads to higher consumers’ perception of sentimental value

H2b: Perceived sentimental value has a positive effect on brand attachment

H2c: Perceived sentimental value mediates the effect of anthropomorphism on brand attachment

Social value in branding and marketing is defined in two main ways The first definition, derived from Sheth et al (1991), refers to the perceived benefits gained from a brand's connection to specific social groups The second definition is based on the work of Sweeney and Soutar, which further explores the concept of social value in consumer behavior.

Sweeney and Soutar (2001) define social value as the utility gained from a product's ability to enhance one's social self-concept Building on this, various scholars (Fazal-e-Hasan et al., 2018; Garrouch & Ghali, 2023; Hou et al., 2020; Ma et al., 2021; MacDougall et al., 2017; Wang et al., 2021) argue that social value plays a crucial role in shaping individuals' social identities, improving self-esteem, and increasing social approval.

Brand anthropomorphism enhances consumers' perceived social value by humanizing brands, which aligns with the sociality motivation tenet Consumers are inclined to anthropomorphize brands that enrich their self-identity and promote desired personas These brands help strengthen both the relational self, reflecting interpersonal connections, and the collective self, representing intergroup affiliations Prior research indicates that anthropomorphism fosters a sense of connection and belongingness, as consumers perceive non-human agents as comparable to humans.

Research by Wan and Chen (2021) indicates that attachment seekers develop close intimacy with caregivers, as these caregivers enhance infants' self-identity and sense of belonging This aligns with earlier studies showing that identification (Kwok et al., 2018; Liu et al., 2020; Yeh et al., 2016) and membership (Loroz & Braig, 2015) are closely connected to attachment Building on these insights, the author suggests that the social value derived from anthropomorphic brands is positively associated with brand attachment.

Taken together, the author hypothesized as follows:

H3a: Brand anthropomorphism leads to higher consumers’ perception of social value

H3b: Perceived social value has a positive effect on brand attachment

H3c: Perceived social value mediates the effect of anthropomorphism on brand attachment

Instrumental value initially involves “judgments about the potential function of a possession (e.g., the object helps impress other people and improves life)” (Wan & Chen,

RESEARCH METHODOLOGY

Research timeline

A proposed timeline is essential for monitoring research progress and serves as an effective time management tool, enabling both Ph.D students and Academic Supervisors to track and adjust necessary steps to achieve critical research milestones.

Bibliometric data collection and screening

This section draws inspiration from the methodologies used by Shah et al (2020) and Phan Tan (2022) for bibliometric analyses of specific journals The data collection and screening process, illustrated in Figure 4, involved gathering information from the Web of Science (WoS), a reputable database (Shah et al., 2020) To explore the existing literature on brand anthropomorphism, relevant keywords such as "brand anthropomorphism," "anthropomorphism in branding," "brand humanization," and "humanlike brand" were utilized, as these terms are often used interchangeably (Avis & Aitken, 2015; MacInnis & Folkes, 2017; Portal et al., 2018) The study focused on "Articles" and "Review articles" published in English before June 2023, excluding book chapters and conference proceedings, resulting in an initial total of 407 findings in the specified research area from the WoS.

We conducted a thorough manual qualitative check of the exported Excel data to exclude duplicated or unrelated papers from our sample (Hoang et al., 2023) This involved a careful review of titles, abstracts, and full texts of downloaded publications, focusing on relevant categories such as branding, marketing, business, management, economics, hospitality and tourism, communication, and psychological social Our research specifically targeted anthropomorphized brands, leading to the exclusion of papers related to robotic and intelligent objects As a result, 39 articles were eliminated, refining our final sample.

368 results retained for the next stage

Figure 4 – Bibliometric data collection and screening process (Source: Author’s bibliometric screening process, 2024)

Research process

The research process comprises three key steps: first, a bibliometric analysis and systematic review of 368 publications were performed to identify research problems and gaps Next, research models and hypotheses were developed based on these identified gaps Finally, measurement scales from established studies were utilized to assess the research variables within the proposed models.

In the second step, the author executed two pilot studies to validate the manipulation of brand anthropomorphism A pre-test involving 20 independent judges from the management school was conducted, where the concept of brand anthropomorphism was explained The judges evaluated both non-anthropomorphized and anthropomorphized stimuli, ultimately selecting the brand they perceived as more anthropomorphic.

To validate the manipulation of price changes, the author additionally piloted with

A study involving 40 respondents revealed an unexpected increase in the price of a branded product, which significantly affected users' purchasing intentions The pilot test indicated that these intentions varied notably before and after participants were informed of the price hike, regardless of whether the product was presented with anthropomorphism or without it.

In this study, four experimental investigations were conducted to examine moderated mediation relationships, utilizing data from online surveys with 531 young participants The analysis employed the Partial Least Squares Structural Equation Model (PLS-SEM) due to its effectiveness for exploratory research, suitability for non-normally distributed data, and capability to handle relatively small sample sizes Additionally, PLS-SEM is particularly beneficial for assessing mediating and moderating effects, making it the ideal choice for the data analysis in this research.

To evaluate the measurement model, this study applied the process of Hair et al

(2019), which included the assessments of convergent validity, discriminant validity, and construct reliability In addition, the author followed Podsakoff et al (2003) and Kock

In 2015, two tests were conducted to ensure that sample data was free from common method biases, as standard method variance could jeopardize the validity of the relationships between measures The author then evaluated the structural model by following the procedures outlined by Sarstedt et al (2022), which included assessments of collinearity, R², effect size f², and the statistical significance of the structural relationships.

Research sample

A study conducted in Vietnam involved a pilot test of a questionnaire with a convenience sample of 60 young respondents to evaluate its length, readability, and question design In 2024, online surveys were distributed to 600 potential customers over two months, asking them to envision a purchasing scenario for an energy or healthy drink brand However, the findings were affected by inaccurate information.

• Pilot test 1 to validate the manipulation of anthropomorphism

• Pilot test 2 to validate the manipulation of price changes

• Hypothesis testing (PLS-SEM) submissions, 69 of the 600 completed surveys were removed, leaving 531 questionnaires for data analysis

This research utilized a nonprobability design, with the sample size informed by relevant previous studies (Aggarwal & McGill, 2007; Chen et al., 2020; Huang et al., 2019; M W Zhang et al., 2020) that demonstrated reliable and valid findings Furthermore, it was ensured that each item received responses from at least five participants, resulting in a comprehensive total sample size.

The study involved 531 respondents, meeting the statistical requirement of at least 235 responses for the 47 items analyzed (Hair, 2014) To facilitate data collection, a snowball sampling method was employed, leveraging social networks for ease of access (Hair, 2014) Questionnaire links were shared through social media, reaching friends, relatives, and acquaintances within these networks.

Four experiments were carried out in a controlled setting focused on energy and healthy drink brands The findings highlight that the younger generation, particularly the older segment of Generation Z (ages 18 and above), represents a significant portion of consumers for these beverages (Al-Ashwal et al., 2014; Hutak et al., 2022).

24) and the younger cohort of millennials (25 - 30) who were interested in sports/juice drink brands were selected as the research sample of the author’s experimental studies Although young people may not represent the whole consumer group, they have a high capacity to sense and feel and are typically related to consumption scenarios (Gray et al., 2007; M W Zhang et al., 2020) This fact makes them a good sample.

Research design

In this study, the author utilized an experimental methodology to manipulate brand anthropomorphism, aligning with the predominant approach in existing literature, which often emphasizes scenario-based experiments conducted in laboratory settings Notably, influential publications (Aggarwal & McGill, 2012; Hudson et al., 2016; Kwak et al., 2017; Puzakova & Aggarwal, 2018) that adopt this experimental method frequently combine multiple studies within a single article to enhance the reliability and validity of their findings These experimental studies can be conducted sequentially, with later studies designed to explore the underlying mechanisms of the phenomena observed in earlier research.

The author conducted four experiments to test the research model's hypotheses regarding brand anthropomorphism and its effects on brand attachment and purchasing intentions Study 1A focused on establishing the internal validity of the brand anthropomorphism effect on brand attachment through consumers' perceived value, leading to purchasing intentions without price changes Study 1B examined a moderated mediation model to explain the relationship between brand anthropomorphism and brand attachment Study 2A aimed to validate the brand anthropomorphism effect on perceived price fairness amid price increases, influencing purchasing intentions, while also exploring the moderating role of brand stereotypes Finally, Study 2B tested all hypotheses by integrating relevant mediators and moderators, elucidating the connections between brand anthropomorphism, brand attachment, perceived values, perceived price fairness, and purchasing intentions, and highlighting the mediating role of multidimensional trust in these relationships.

Table 9 Hypothesis testing in the research studies

1 H1 Brand anthropomorphism positively influences brand attachment

2 H2a Brand anthropomorphism leads to higher consumers’ perception of sentimental value

3 H2b Perceived sentimental value has a positive effect on brand attachment

4 H2c Perceived sentimental value mediates the effect of anthropomorphism on brand attachment

5 H3a Brand anthropomorphism leads to higher consumers’ perception of social value Study 1A,

6 H3b Perceived social value has a positive effect on brand attachment Study 1A,

7 H3c Perceived social value mediates the effect of anthropomorphism on brand attachment

8 H4a Brand anthropomorphism leads to higher consumers’ perception of instrumental value

9 H4b Perceived instrumental value has a positive effect on brand attachment

10 H4c Perceived instrumental value mediates the effect of anthropomorphism on brand attachment

11 H5 Brand attachment positively influences consumers’ purchasing intentions Study 1A, &

12 H6a Brand stereotypes moderate the effect of anthropomorphism on brand attachment Study 1B, &

13 H6b Under brand stereotype warmth (vs competence) condition, anthropomorphic brand facilitates higher consumers’ perceptions of sentimental value

14 H6c Under brand stereotype warmth (vs competence) condition, anthropomorphic brand facilitates higher consumers’ perceptions of social value

15 H6d Under brand stereotype competence (vs warmth) condition, anthropomorphic brand facilitates higher consumers’ perceptions of instrumental value

16 H7 Brand anthropomorphism positively influences perceived price fairness Study 2A, &

17 H8 Perceived price fairness positively influences consumers’ purchasing intentions Study 2A, &

18 H9a Brand anthropomorphism has a positive effect on competence trust Study 2B

19 H9b Competence trust leads to higher consumers’ perception of price fairness Study 2B

20 H9c Competence trust mediates the effect of anthropomorphism on perceived price fairness Study 2B

21 H10a Brand anthropomorphism has a positive effect on benevolence trust Study 2B

22 H10b Benevolence trust leads to lower consumers’ perception of price fairness Study 2B

23 H10c Benevolence trust mediates the effect of anthropomorphism on perceived price fairness Study 2B

24 H11a Brand stereotypes moderate the effect of anthropomorphism on perceived price fairness Study 2A, &

25 H11b Under brand stereotype competence (vs warmth) condition, anthropomorphic brand facilitates higher competence trust Study 2B

26 H11c Under brand stereotype warmth (vs competence) condition, anthropomorphic brand facilitates higher benevolence trust Study 2B

(Source: Author’ summarization of hypothesis testing, 2024)

The author, building on previous studies (Aggarwal & McGill, 2007; Chitturi et al., 2022; Golossenko et al., 2020; Puzakova & Kwak, 2017; Puzakova et al., 2013), manipulated brand anthropomorphism by integrating visual and verbal humanlike elements In studies 1A, 1B, 2A, and 2B, a body-shaped bottle was used to anthropomorphize the branded product, aligning with research that suggests human-shaped packaging can evoke human associations (Golossenko et al., 2020) Additionally, scholars assert that both visual and verbal cues are essential in enhancing brand anthropomorphism (Aggarwal & McGill, 2007) The author also promoted the perception of a brand as a person through first-person communication styles (e.g., "Hello! I am Juicy") as opposed to third-person styles.

To validate the manipulation of anthropomorphism, a pre-test was conducted with 20 independent judges from the management school The judges were briefed on the concept of brand anthropomorphism and then presented with both non-anthropomorphized and anthropomorphized stimuli They were tasked with selecting the more anthropomorphic brand, with responses coded as “not chosen” (0) or “chosen” (1) for each stimulus.

The study utilized established measurement scales from prior research, ensuring reliable and valid results Respondents completed online surveys that evaluated key constructs, including brand anthropomorphism, brand stereotypes (competence and warmth), perceived value (instrumental, social, and sentimental), brand attachment, brand trust (competence and benevolence), perceived price fairness in relation to price changes, and purchasing intentions, all measured on a seven-point scale as detailed in Table 10.

The author explored brand anthropomorphism by assessing participants' agreement with statements about the brand's personality, such as its ability to be envisioned as a person This measurement, adapted from Girardin et al (2023), utilized a scale from 1 (strongly disagree) to 7 (strongly agree) Additionally, brand stereotypes were evaluated through eight questions based on Kolbl et al (2020), which included four items related to brand competence (capable, competent, efficient, intelligent) and four items related to brand warmth (friendly, good-natured, kind, warm).

The study examined consumers' perceived value across three dimensions: instrumental, social, and sentimental, utilizing measurement constructs from Kwok et al (2018), Kolbl et al (2020), and Liu et al (2020) To evaluate brand attachment, participants rated their agreement with statements reflecting their emotional connection to the brand, such as feelings of affection, love, peace, passion, delight, captivation, connection, and attachment, on a scale from 1 ("strongly disagree") to 7 ("strongly agree") (Sung & Lee).

The author assessed competence trust using four key statements, such as the expectation that the brand will fulfill its promises and confidence in its performance Benevolence trust was evaluated through five statements, including the belief that the brand would assist in problem-solving and prioritize customer needs Participants subsequently rated the overall trustworthiness of the brand These measurement scales were adapted from the works of Li et al (2008) and Riquelme et al.

2019) For perceived price fairness, the author measured this construct with four items (i.e.,

1 = “unfair, unjust, unreasonable, unacceptable,” and 7 = “fair, just, reasonable, acceptable”) Purchasing intention was computed with two items, adopted from (Kwak et al., 2015) (e.g., It is likely that I will buy [brand])

[brand] has a strong brand personality

I can easily imagine [brand] as a person

I have no difficulties in imagining [brand] as a person

My feelings toward [brand] can be affectionate

My feelings toward [brand] can be loved

My feelings toward [brand] can be peaceful

My feelings toward [brand] can be passionate

My feelings toward [brand] can be delighted

My feelings toward [brand] can be captivated

My feelings toward [brand] can be connected

My feelings toward [brand] can be attached

The brand has good intentions towards its customers

The brand will respond constructively if I have product-related problems

The brand would do its best to help me if I had a problem

It cares about my needs

This brand gives me a sense of security

Li et al (2008) Riquelme et al (2019)

Competence trust Li et al (2008)

The brand does a good job

I expect the brand to deliver on its promise

I am confident in the brand’s ability to perform well

The quality of this brand has been very consistent

[Brand] would make me socially desirable, it would impress others

[Brand] would be practically useful

[Brand] would provide an opportunity to improve my life

[Brand] would provide comfort and emotional security

[Brand] would express what is unique about me, different from others

[Brand] would remind me of my relationship with a particular person

[Brand] would remind me of my family or a group of people I belong to

[Brand] would remind me of specific events or places

[Brand] would bring me a special feeling

[Brand] would help me to feel acceptable

[Brand] would improve the way I am perceived

[Brand] would make a good impression on other people

[Brand] would give its owner social approval

It is likely that I will buy [brand]

DATA ANALYSIS, RESULTS, AND DISCUSSIONS

Study 1A: The mediating effect of sentimental value, social value, and instrumental value

Study 1A aimed to investigate the impact of brand anthropomorphism on brand attachment, focusing on mediators such as perceived sentimental, social, and instrumental values The research also analyzed how brand attachment mediates the relationship between anthropomorphic brands and consumers' purchasing intentions The proposed research model was grounded in the Three-Factor Theory of Anthropomorphism (Epley et al., 2007) and Attachment Theory (Bowlby, 1969).

Figure 6 Proposed research model - Study 1A

Study 1A investigates the internal validity of the brand anthropomorphism effect on brand attachment, examining how consumers' perceived value influences purchasing intentions without changes in product prices Conducted in a controlled experimental setting, the study involved 120 participants who imagined a purchasing scenario for a juice brand They were exposed to either an anthropomorphized or non-anthropomorphized advertisement for a fictitious healthy beverage brand, after which they reported their value perception and emotional connection to the brand The study also included a manipulation check for anthropomorphism and collected demographic data.

This study builds on previous research by manipulating brand anthropomorphism through a blend of visual and verbal humanlike elements The branded product featured a body-shaped bottle instead of a rectangular design, aligning with findings that suggest human-shaped packaging can evoke human associations Additionally, the research highlights that both visual and verbal cues are essential in fostering brand anthropomorphism The author further enhanced the perception of the brand as a person by employing first-person communication styles, contrasting with third-person styles In the anthropomorphized scenario, the brand was referred to as Juicy, in comparison to Juice Plus.

To validate the manipulation of anthropomorphism, a pre-test was conducted with 20 independent judges from a management school The judges were briefed on the concept of brand anthropomorphism before being presented with both anthropomorphized and non-anthropomorphized stimuli They were then tasked with selecting the brand they perceived as more anthropomorphic The responses for each stimulus were coded as “not chosen” (0) or “chosen” (1).

The pilot test revealed that participants in the anthropomorphism group scored significantly higher (M = 5.20, SD = 1.12) in their perception of anthropomorphism compared to those in the non-anthropomorphism group (M = 4.26, SD = 1.21) Additionally, a greater number of respondents favored the anthropomorphized design over the non-anthropomorphized version, confirming the validity of the manipulation of brand anthropomorphism.

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A total of 120 young individuals participated in the study, comprising 45 males (37.5%) and 75 females (62.5%) For detailed demographic data, refer to Table 21 in Appendix 5 While this young generation may not fully represent the entire consumer demographic, they possess a heightened ability to perceive and engage with consumption scenarios, making them a valuable sample for research (Gray et al., 2007; M W Zhang et al., 2020).

The effect of the anthropomorphism was manipulated The results showed that the scores for the perception of anthropomorphism in the anthropomorphism group (M = 5.43,

SD = 0.94) were significantly higher than that of the non-anthropomorphism group (M 3.70, SD = 1.45, t [118] = 7.74, p < 0.001) Accordingly, the manipulations of the experiment were valid

As expected, the main effect of anthropomorphism was significant The scores for brand attachment were significantly higher in the anthropomorphism group (M =4.66, SD

= 1.01) than in the non-anthropomorphism group (M = 4.01, SD = 1.27, t [118] = 3.08, p

< 0.01) The testing showed that brand anthropomorphism positively influenced brand attachment (βTotal effects = 0.674, p < 0.001); thus, H1 is supported

This study utilized brand anthropomorphism as the independent variable, while perceived instrumental, sentimental, and social values served as mediating variables, with brand attachment as the dependent variable for PLS-SEM analysis To assess the measurement model, the methodology outlined by Hair et al (2019) was implemented, focusing on construct reliability, convergent validity, and discriminant validity The results indicated that all factor loadings exceeded 0.7, confirming acceptable internal convergent validity, and the average variance extracted from all constructs was above 0.50, indicating high convergent validity.

The study demonstrated strong reliability, with Cronbach’s alpha and composite reliability values exceeding 0.7, in line with Fornell and Larcker's (1981) recommendations Additionally, the discriminant validity was confirmed through the Heterotrait-Monotrait ratio (HTMT), which remained below the 0.90 threshold, indicating acceptable discriminant validity as per Henseler et al (2015).

Table 11 Construct reliability and validity results (Study 1A)

Construct Cronbach's alpha Composite Reliability Average Variance Extracted

(Source: Results from Smart-PLS software)

Next, the structural model was assessed by applying the process of Sarstedt et al

In 2022, a comprehensive analysis was conducted to evaluate collinearity, R², effect size (f²), and the statistical significance of structural relationships, revealing that brand anthropomorphism has a direct impact on brand attachment Furthermore, humanized brands are strongly linked to perceived sentimental, social, and instrumental values, which in turn enhance brand attachment and lead to increased purchasing intentions Consequently, hypotheses H2a, H2b, H3a, H3b, H4a, H4b, and H5 received empirical support.

Table 12 Path coefficients results (Study 1A)

Direct effects f 2 Beta S D t-value Results

1 Anthropomorphism  Brand attachment 0.108 small 0.204** 0.067 3.057 Supported

2 Anthropomorphism  Perceived sentimental values 0.663 large 0.631*** 0.051 12.474 Supported

3 Perceived sentimental values  Brand attachment 0.054 small 0.209* 0.101 2.073 Supported

4 Anthropomorphism  Perceived social values 0.500 large 0.577*** 0.054 10.659 Supported

5 Perceived social values  Brand attachment 0.138 small 0.346** 0.128 2.037 Supported

6 Anthropomorphism  Perceived instrumental values 0.548 large 0.595*** 0.056 10.604 Supported

7 Perceived instrumental values  Brand attachment 0.061 small 0.232* 0.103 2.258 Supported

8 Brand attachment  Purchasing intention 0.997 large 0.707*** 0.050 14.027 Supported

Significance level: ***p < 0.001, **p < 0.01, *p < 0.05; Effect size (f 2 ): small (> 0.02), medium (> 0.15), and large (> 0.35)

(Source: Results from Smart-PLS software)

The study investigated the mediating roles of perceived sentimental, social, and instrumental values in the relationship between brand anthropomorphism and brand attachment Utilizing the methodology proposed by Preacher and Hayes (2008), the analysis revealed a significant total indirect effect (βIndirect1 = 0.470, p < 0.001) Specifically, perceived sentimental values (βH2c = 0.132, p < 0.05), perceived social values (βH3c = 0.200, p < 0.01), and perceived instrumental values (βH4c = 0.138, p < 0.05) were found to significantly influence this relationship, confirming the partial mediating roles of these values Additionally, exploratory analysis indicated a total indirect effect of βIndirect2 = 0.476, p < 0.001, further validating the indirect effects of brand anthropomorphism on purchasing intentions through the perceived values and brand attachment.

Table 13 Specific indirect effects (Study 1A)

Specific indirect path Beta S D t-value Results

1 Anthropomorphism  Sentimental value  Brand attachment 0.132* 0.064 2.052 Supported

2 Anthropomorphism  Social value  Brand attachment 0.200** 0.058 3.448 Supported

3 Anthropomorphism  Instrumental value  Brand attachment 0.138* 0.064 2.171 Supported

4 Anthropomorphism  Brand attachment  Purchase intention 0.144** 0.045 3.197 Supported

5 Anthropomorphism  Sentimental value  Brand attachment

6 Anthropomorphism  Social value  Brand attachment

7 Anthropomorphism  Instrumental value  Brand attachment

(Source: Results from Smart-PLS software)

Study 1A aimed to investigate the impact of brand anthropomorphism on brand attachment within the beverage industry The findings highlighted the significant role of brand anthropomorphism in enhancing consumers’ perceived values and fostering brand attachment, confirming the causal relationship proposed in previous research This study also sheds light on the mechanisms underlying this correlation, revealing that brand anthropomorphism positively influences brand attachment indirectly through consumers’ perceived sentimental, social, and instrumental values.

The research model effectively explains 77.7% of the variances in brand attachment, with brand anthropomorphism demonstrating the most substantial effect size and beta coefficients This indicates a significant influence on brand attachment, corroborating findings from previous studies (Ma et al.).

2023) Study 1A further expressed the mediating role of brand attachment and explored a serial mediation mechanism through which brand anthropomorphism influences consumers’ purchasing intentions.

Study 1B: The interaction effect of anthropomorphism & brand stereotypes on brand attachment

Study 1A revealed that anthropomorphism enhances brand attachment, with perceived sentimental, social, and instrumental values serving as mediators Additionally, Study 1B investigated the mechanisms behind this effect, focusing on the moderating roles of brand warmth and brand competence, informed by the Stereotype Content Model.

Figure 7 Proposed research model - Study 1B

Study 1B aims to investigate a moderated mediation model to clarify the link between brand anthropomorphism and brand attachment The experiment utilized a 2x2 design featuring brand anthropomorphism (anthropomorphized vs non-anthropomorphized) and brand stereotype (competence vs warmth) as the between-participants conditions Participants were randomly assigned to view one of four advertisements for an energy drink brand, with the procedure mirroring that of Study 1A.

The author utilized brand anthropomorphism similar to the approach in Study 1A, aligning with previous studies by Aggarwal & McGill (2007), Chitturi et al (2022), Golossenko et al (2020), Puzakova & Kwak (2017), and Puzakova et al (2013).

With indispensable groups of vitamins,

Supreme was created to bridge the gap between exceptional taste and functionality, offering bold and thirst-quenching flavors that refresh, replenish, and refuel It's the ideal boost for any activity or endeavor.

With indispensable groups of vitamins, I help to supplement your body with essential nutrients in providing energy, reducing fatigue, and effectively fighting stress

I’m confident you’ll love me as much as you do

I’m dedicated to helping you refresh, replenish and refuel with functional ingredients that leave you feeling your best

Below are two scenario descriptions used to manipulate brand competence or brand warmth These statements are adapted from a study by Kolbl et al (2020) and (Riquelme et al., 2019), as follows:

Supreme is a valuable brand that delivers essential vitamins to refresh and energize the body, enhancing mental alertness and excitement With its delicious, thirst-quenching flavors, Supreme serves as the ideal boost for any activity, ensuring a remarkable experience for consumers.

Supreme is committed to enhancing your well-being with "miracle" nutrition that revitalizes and energizes you The brand fosters a warm and friendly connection, demonstrating genuine care for your health by providing essential nutrients This supportive approach encourages confidence and reduces stress, ensuring that your experience with Supreme is both memorable and uplifting.

A total of 130 Vietnamese young individuals participated in an online questionnaire, with 11 responses discarded due to lack of seriousness The final sample consisted of 66 females (55.5%) and 53 males (45.5%) Detailed demographic characteristics of the respondents can be found in Table 24, Appendix 6.

The anthropomorphism manipulation test revealed that participants in the anthropomorphism group (M = 5.00, SD = 1.20) perceived higher levels of anthropomorphism compared to those in the non-anthropomorphism group (M = 4.23, SD = 1.63), with a significant difference noted (t [117] = 2.92, p < 0.01) Additionally, the brand stereotype manipulation test indicated that the warmth group scored significantly higher in brand warmth (M = 5.23, SD = 1.09) than the competence group (M = 4.12, SD = 1.19), with a notable statistical difference (t [117] = 5.27, p < 0.001).

Meanwhile, the scores of brand competence in the competence group (M = 5.24, SD 0.99) were significantly higher than those in the warmth group (M =4.89, SD = 0.82, t

[117] = -2.067, p < 0.05) Thus, the manipulations in Study 1B were also successful

The effect of anthropomorphism on brand attachment: the moderating role of brand stereotypes

Brand anthropomorphism plays a crucial role in enhancing brand attachment, with significantly higher scores observed in the anthropomorphism group (M = 4.73, SD = 1.13) compared to the non-anthropomorphism group (M = 3.98, SD = 1.50; t [117] = 3.07, p < 0.01) Additionally, the interaction between anthropomorphism and brand stereotypes has been found to be significant, indicating a complex relationship that influences consumer perceptions and emotional connections to brands.

115] = 4.13, p < 0.05, partial η2 = 0.35) The post hoc analysis (also see Figure 8) showed that the scores of brand attachment were highest in the anthropomorphism group (M = 5.08,

The study revealed that brand warmth significantly influenced brand attachment, yielding a mean score of 4.20 (SD = 0.99) Conversely, brand attachment was lowest in the non-anthropomorphism group, with a mean score of 3.15 (SD = 1.05) when brand competence was emphasized These results support hypothesis H6a.

Figure 8 The interaction effect of anthropomorphism & brand stereotypes on brand attachment

(Source: Post hoc analysis based on SPSS Output)

The effect of anthropomorphism on consumer perceived values: the moderating role of brand stereotypes

The research aimed to explore how brand anthropomorphism influences perceived sentimental, social, and instrumental values, with brand stereotypes serving as a moderating factor Utilizing the Bootstrap method for analysis, the study involved a sample size of 1,000 participants and established a confidence interval of 95% The findings are detailed in Table [insert table number].

The findings of Study 1A were reaffirmed, revealing that the interaction between anthropomorphism and brand warmth significantly influenced perceived sentimental values (βH6b = 0.100, p < 0.05) and perceived social values (βH6c = 0.118, p < 0.05) Conversely, the interaction of anthropomorphism and brand competence did not significantly impact perceived instrumental values (βH6d = 0.015, p > 0.05) This indicates that warmth served as a complete moderator, with perceived sentimental and social values mediating the relationship between anthropomorphism and brand stereotypes on brand attachment Ultimately, hypotheses H6b and H6c were supported, while H6d was not.

Table 14 Path coefficients results (Study 1B)

Direct effects f 2 Beta S D t-value Results

1 Anthropomorphism  Brand attachment 0.067 small 0.175* 0.087 2.009 Supported

2 Anthropomorphism  Perceived sentimental values 0.173 medium 0.299*** 0.061 4.876 Supported

3 Perceived sentimental values  Brand attachment 0.098 small 0.332** 0.117 2.844 Supported

4 Anthropomorphism  Perceived social values 0.109 small 0.328*** 0.088 3.715 Supported

5 Perceived social values  Brand attachment 0.097 small 0.295* 0.122 2.428 Supported

6 Anthropomorphism  Perceived instrumental values 0.182 medium 0.326*** 0.077 4.224 Supported

7 Perceived instrumental values  Brand attachment 0.104 small 0.204* 0.082 2.497 Supported

Direct effects f 2 Beta S D t-value Results

8 Moderating effects of brand warmth  Perceived sentimental values 0.041 small 0.100* 0.042 2.390 Supported

9 Moderating effects of brand warmth  Perceived social values 0.030 small 0.118* 0.051 2.300 Supported

10 Moderating effects of brand competence 

Perceived instrumental values 0.000 0.015 0.079 0.186 Not supported

Significance level: ***p < 0.001, **p < 0.01, *p < 0.05; Effect size (f 2 ): small (> 0.02), medium (> 0.15), and large (> 0.35)

(Source: Results from Smart-PLS software)

Study 1B not only reaffirmed the findings of Study 1A but also validated hypotheses H6a, H6b, H6c, and H6d The results indicated that brands characterized as competent received more favorable evaluations in anthropomorphism conditions compared to non-anthropomorphism conditions Additionally, brands perceived as warm demonstrated significantly higher levels of attachment in both conditions This suggests that brand stereotypes, specifically warmth versus competence, play a moderating role in the relationship between brand anthropomorphism and brand attachment.

Furthermore, the findings of this study, together with past studies (K.-J Chen & J.-

S Lin, 2021; Li et al., 2023; J Wu et al., 2017), provide a clearer understanding of how people make greater emotional attachments to anthropomorphic brands, especially when the warmth attribute is salient This effect may occur because brands assessed as highly warm are frequently connected to positive, cooperative intentions, friendliness, and kindness (Joo & Kim, 2021; J T Wu et al., 2017) These stimuli invoke belongingness, social approval, and relaxation (Krishen et al., 2023) For these reasons, under brand stereotype warmth (vs competence) condition, brand anthropomorphism can facilitate higher consumers’ perceptions of social value as well as sentimental value, leading to greater brand attachment.

Study 2A: The interaction effect of anthropomorphism & brand stereotypes on price fairness

Study 2A explored how brand anthropomorphism influences perceptions of fairness regarding price increases, with brand stereotypes related to warmth and competence serving as moderating factors Additionally, the research investigated the mediating role of perceived price fairness in the relationship between anthropomorphic brands and consumers' purchasing intentions The study's proposed model is grounded in existing literature on brand anthropomorphism, Social Judgement Theory, and the Stereotype Content Model.

Figure 9 Proposed research model - Study 2A

This research focuses on distributive fairness in the context of price increases, highlighting that abrupt price hikes can damage brand relationships and lead to perceptions of unfairness Previous studies have shown that sudden price increases negatively impact consumer perceptions, but this research theorizes that anthropomorphic stimuli may encourage consumers to assess price increases with more positive motivations, ultimately enhancing their perception of price fairness.

Study 2A investigates the internal validity of the brand anthropomorphism effect on perceived price fairness, while also exploring how brand stereotypes may moderate this relationship Conducted with 117 young participants, the experiment utilized a 2x2 design featuring brand anthropomorphism (anthropomorphized vs non-anthropomorphized) and brand stereotypes (competence vs warmth) as between-participants conditions Participants were randomly assigned to view one of four advertisements for a fictitious healthy beverage brand and subsequently reported their buying intentions.

Participants were asked to envision visiting a brand's website where they found a product priced at 15,000 VND Upon returning a few days later, they discovered a 20% price increase, aligning with previous research and typical market fluctuations for healthy drink brands This price change prompted participants to assess price fairness and influenced their purchasing intentions based on perceived price (in)justice Additionally, a manipulation check on anthropomorphism and brand stereotypes was conducted, alongside the collection of demographic data.

To validate the manipulation of price changes, the study conducted a pre-test with

A study involving 40 respondents from a management school revealed an unexpected increase in the price of an anthropomorphized brand The pilot test indicated a significant change in users' purchasing intentions, with pre-exposure intentions averaging (M = 4.80, SD = 0.90) and post-exposure intentions dropping to (M = 3.78, SD = 1.37) This effect was consistent across both anthropomorphism and non-anthropomorphism conditions.

In Study 1A, the stimulus materials featuring Juicy and Juice Plus were repurposed, drawing from prior research (Kusari et al., 2013; Riquelme et al., 2019) The study involved manipulating brand competence through an advertisement that highlighted product quality, delivery performance, and overall value Conversely, brand warmth was addressed by presenting an ad that emphasized care and kindness, illustrating the brand's commitment to consumer welfare and openness to feedback (Kusari et al., 2013) The author posited that these advertising strategies would impart distinct meanings to consumers, influencing their perceptions of the brand's trustworthiness (Brambilla et al., 2019; Golossenko et al., 2020).

Below are two scenario descriptions used to manipulate brand competence and warmth These statements are adapted from a study by Kolbl et al (2020) and (Riquelme et al., 2019), as follows:

[Brand] offers the refreshing taste of Valencia oranges, delivering original freshness with lower acidity and bitterness Its delicious, thirst-quenching flavors make [brand] the ideal choice for fruit juices, invigorating your spirit and providing excitement Experience excellence with [brand] as it promises to enhance your enjoyment.

[Brand] is committed to providing "miracle" nutrition that refreshes, replenishes, and refuels your body, ensuring you feel your best Engaging with [brand] offers a warm and friendly experience, as it genuinely cares about your well-being The gentle taste and refreshing aftertaste, reminiscent of freshly cut oranges, enhance your relaxation Ultimately, [brand] delivers a memorable and uplifting experience that leaves a lasting impression.

A total of 117 young individuals participated in the study, comprising 68 females (58%) and 49 males (42%) Detailed demographic data can be found in Table 29, Appendix 7 While this younger generation may not fully represent the entire consumer demographic, they possess a heightened ability to perceive and engage with consumption scenarios (Gray et al., 2007; M W Zhang et al.).

2020) This fact makes them a good sample

The manipulation of anthropomorphism was effective, with participants in the anthropomorphism group reporting significantly higher scores (M = 4.95, SD = 1.25) compared to the non-anthropomorphism group (M = 4.10, SD = 1.52, t [115] = 3.30, p < 0.01) Additionally, the stereotype manipulation yielded significant results, as subjects in the warmth condition exhibited higher perceptions of brand warmth (M = 5.53, SD = 1.15, t [115] = 5.14, p < 0.01) and those in the competence condition demonstrated greater perceptions of brand competence (M = 5.44, SD = 0.97, t [115] = -2.43, p < 0.05) Thus, the experimental manipulations were validated.

The effect of anthropomorphism on purchasing intentions: the moderating role of brand stereotypes

Our study revealed a significant decline in purchasing intentions following exposure to a price increase, affecting both anthropomorphism and non-anthropomorphism conditions Importantly, participants in the anthropomorphism group demonstrated substantially higher purchasing intention scores compared to those in the non-anthropomorphism group.

=4.80, SD = 0.90) than in the non-anthropomorphism group (M = 3.78, SD = 1.37, t [115]

The study revealed a significant main effect of brand stereotype on consumer behavior, with the warmth group averaging a score of 3.87 (SD = 1.22) and the competence group scoring 4.75 (SD = 1.14), t(115) = −4.04, p < 0.05 Additionally, there was a notable interaction effect between anthropomorphism and brand stereotype (F[3, 113] = 2.95, p < 0.05, partial η2 = 0.36) Post hoc analysis indicated that buying intentions were highest in the anthropomorphism group (M = 5.05, SD = 0.90) when brand competence was emphasized Conversely, when brand warmth was highlighted, the non-anthropomorphism group exhibited the lowest purchasing intention scores (M = 3.15, SD = 1.13).

Figure 10 The interaction effect of anthropomorphism & brand stereotypes on buying intention

(Source: Post hoc analysis based on SPSS Output)

The effect of anthropomorphism on perceived price fairness: the moderating role of brand stereotypes

As expected, the main effect of anthropomorphism was significant The scores for perceptions of price fairness were significantly higher in the anthropomorphism group (M

=4.33, SD = 1.06) than in the non-anthropomorphism group (M = 3.44, SD = 1.25, t [115]

= 4.13, p < 0.05) The main effect of brand stereotype was significant (warmth group: M 3.58, SD = 1.10; competence group: M = 4.22, SD = 1.29; t [115] = -2.88, p < 0.05) The interaction effect of anthropomorphism and brand stereotype was also significant (F [3,

The study revealed significant differences in perceptions of price fairness, with the anthropomorphism group reporting the highest scores (M = 4.86, SD = 0.82) when brand competence was emphasized Conversely, the non-anthropomorphism group exhibited the lowest perceived price fairness scores (M = 3.35, SD = 0.82), indicating a clear impact of anthropomorphism on consumer perceptions.

=1.15) when the brand warmth was salient

P u rc h as in g in te n ti o n

Figure 11 The interaction effect of anthropomorphism & brand stereotypes on price fairness

(Source: Post hoc analysis based on SPSS Output)

The study examined the mediating effect of perceived price fairness and the moderating influences of brand competence and brand warmth using PLS-SEM analysis to validate the moderated mediation model Utilizing the Bootstrap method with a sample size of 1,000 and a 95% confidence interval, the results indicated that brand anthropomorphism significantly enhances perceived price fairness Additionally, the findings revealed that consumers' perceptions of price fairness greatly impact their purchasing intentions, thereby supporting hypotheses H7 and H8.

The research demonstrated that brand stereotypes significantly moderate the relationship between anthropomorphism and perceived price fairness, with brand competence positively influencing fairness (βCompetence = 0.301, p < 0.05) and brand warmth negatively impacting it (βWarmth = -0.113, p < 0.05) This indicates that both warmth and competence serve as moderating factors, while perceived price fairness mediates the interaction between anthropomorphism and brand stereotypes, ultimately affecting purchasing intentions Consequently, hypothesis H11a received support.

P er ce iv ed p ri ce f ai rn es s

Table 15 Path coefficients results (Study 2A)

Direct effects f 2 Beta S D t-value Results

1 Anthropomorphism  Perceived price fairness 0.059 small 0.233* 0.118 1.968 Supported

2 Perceived price fairness  Purchasing intention 1.003 large 0.708*** 0.050 14.279 Supported

3 Brand competence  Perceived price fairness 0.091 small 0.277* 0.121 2.283 Supported

4 Brand warmth  Perceived price fairness 0.052 small -0.217** 0.078 2.772 Supported

5 Moderating effects of brand competence 

Perceived price fairness 0.100 small 0.301* 0.123 2.459 Supported

6 Moderating effects of brand warmth  Perceived price fairness 0.021 small -0.113* 0.110 2.025 Supported

Significance level: ***p < 0.001, **p < 0.01, *p < 0.05; Effect size (f 2 ): small (> 0.02), medium (> 0.15), and large (> 0.35)

(Source: Results from Smart-PLS software)

Study 2B: The interaction effect of anthropomorphism & brand stereotypes on relevant mediators 93

Study 2A revealed that anthropomorphism positively influences consumers' perceptions of price fairness and their purchasing intentions towards a brand, while also confirming the moderating effect of brand stereotypes Building on this, Study 2B investigated the underlying mechanisms, highlighting the mediating roles of benevolence trust and competence trust through the lens of Social Judgement Theory Additionally, it assessed the impact of brand attachment on fairness perceptions and buying intentions in the context of price increases, while exploring how brand stereotypes moderated these relationships This research framework integrates concepts from the Three-Factor Theory of Anthropomorphism, Attachment Theory, Social Judgement Theory, and the Stereotype Content Model.

Figure 12 Proposed research model – Study 2B

The primary objective of Study 2B was to examine the hypotheses involving mediators and moderators that explain the connections between brand anthropomorphism and related constructs such as brand attachment, perceived values, perceived price fairness, and purchasing intention Additionally, the study investigated the role of multidimensional trust as a mediator in the relationship between anthropomorphic brands and consumers' perceptions of price fairness Utilizing a 2x2 experimental design, the study involved brand anthropomorphism (anthropomorphized vs non-anthropomorphized) and brand stereotypes (competence vs warmth) as between-participants conditions A total of 175 young respondents participated, envisioning a purchasing scenario for an energy drink brand while randomly viewing one of four advertisement versions, which allowed for evaluations of brand trust The research also manipulated price changes, increasing the price from 55,000 VND to 66,000 VND, to assess consumers' perceived price fairness and buying intentions, mirroring the methodology of Study 2A.

Study 2B reused stimulus materials from Study 1B (i.e., Supreme brand) to manipulate brand anthropomorphism and brand stereotypes

A total of 190 Vietnamese youth participated in an online questionnaire, with 15 responses discarded due to lack of seriousness The final valid sample comprised 112 females (64%) and 63 males (36%) Detailed characteristics of the respondents can be found in Table 33, Appendix 8.

The anthropomorphism manipulation test revealed that participants in the anthropomorphism group (M = 5.43, SD = 0.94) exhibited significantly higher perceptions of anthropomorphism compared to the non-anthropomorphism group (M = 3.60, SD = 1.38, t [173] = 10.20, p < 0.01) Additionally, the brand stereotype manipulation test indicated that brand warmth scores were notably higher in the warmth group (M = 5.26, SD = 1.26) than in the competence group (M = 4.88, SD = 1.17, t [173] = 2.06, p < 0.05).

= 5.18, SD = 0.99) were significantly higher than those in the warmth group (M =4.73, SD

=1.02, t [173] = -2.93, p < 0.05) Thus, the manipulations in Study 2B were also successful

The effect of anthropomorphism on brand attachment: the moderating role of brand stereotypes

Brand anthropomorphism significantly enhances brand attachment, with the anthropomorphism group reporting higher scores (M = 4.79, SD = 0.86) compared to the non-anthropomorphism group (M = 4.43, SD = 1.23), indicating a meaningful difference (t [173] = 2.23, p < 0.05) Additionally, the interaction between anthropomorphism and brand stereotypes was found to be significant (F [3, ).

The post hoc analysis revealed that brand attachment scores were significantly higher in the anthropomorphism group (M = 4.96, SD = 0.67) when brand warmth was emphasized, while the non-anthropomorphism group exhibited the lowest scores (M = 3.96, SD = 1.38) when brand competence was highlighted These findings corroborate the results of Study 1B, indicating a strong link between brand attachment and the perception of anthropomorphism versus non-anthropomorphism.

Figure 13 The interaction effect of anthropomorphism & brand stereotypes on brand attachment

(Source: Post hoc analysis based on SPSS Output)

The effect of anthropomorphism on perceived price fairness: the moderating role of brand stereotypes

As expected, brand anthropomorphism had a significant effect The scores of perceived price fairness were significantly higher in the anthropomorphism group (M 4.48, SD = 1.23) than in the non-anthropomorphism group (M = 3.82, SD = 1.29, t [173]

= 3.31, p < 05) The interaction effect of anthropomorphism and brand stereotypes was also significant (F [3, 171] = 3.227, p < 0.05, partial η2 = 0.24) The post hoc analysis (also

The study revealed that perceptions of price fairness were significantly influenced by brand characteristics, with the anthropomorphism group reporting the highest average score (M = 4.69, SD = 1.27) when brand competence was emphasized Conversely, the non-anthropomorphism group exhibited the lowest perceived price fairness (M = 3.23, SD = 0.92) when brand warmth was highlighted These findings align with Study 2A, reinforcing the impact of brand stereotypes on consumers' perceptions of price fairness.

Figure 14 The interaction effect of anthropomorphism and brand stereotypes on perceived price fairness

(Source: Post hoc analysis based on SPSS Output)

The effect of anthropomorphism on consumer perceived values and brand trust: the moderating role of brand stereotypes

The author sought to investigate a framework that captures how brand stereotypes influence three perceived values—sentimental, social, and instrumental—and two types of brand trust: competence and benevolence To test this moderated mediation model, the author conducted a PLS-SEM analysis.

P er ce iv ed p ri ce f ai rn es s

Brand warmth Brand competence adopted the Bootstrap method (Hayes, 2013; M W Zhang et al., 2020), then set the sample size to 1,000 and the confidence interval to 95%

To evaluate the measurement model, this study applied the process of Hair et al

The 2019 study assessed construct reliability, convergent validity, and discriminant validity, with all factor loadings exceeding 0.7, indicating strong internal convergent validity The average variance extracted for all constructs was above 0.50, confirming high convergent validity Reliability was demonstrated with Cronbach’s alpha and composite reliability values surpassing 0.7, meeting the standards set by Fornell and Larcker (1981) Additionally, the discriminant validity, evaluated using the Heterotrait-Monotrait ratio (HTMT), was deemed acceptable as it remained below 0.90 (Henseler et al., 2015).

The author utilized two methods to assess common method biases (CMB) in the sample data, following Podsakoff et al (2003) and Kock (2015) First, Harman’s single-factor test conducted in SPSS indicated that CMB was not a significant concern, as a single factor accounted for only 42% of the variance, below the 50% threshold Additionally, a collinearity assessment based on VIF values from PLS-SEM revealed that all VIF values were well under the 3.3 threshold, further confirming that CMB did not pose an issue in this study.

Table 16 Construct reliability and validity results (Study 2B)

Construct Cronbach's alpha Composite Reliability Average Variance Extracted

Construct Cronbach's alpha Composite Reliability Average Variance Extracted

(Source: Results from Smart-PLS software)

The structural model was evaluated using the methodology outlined by Sarstedt et al (2022), which included assessments of collinearity, R², effect size (f²), and the statistical significance of structural relationships The results, detailed in Table 17, reinforced the conclusions from Studies 1A, 1B, and 2A Notably, humanized drinking bands demonstrated a significant correlation with both competence trust and benevolence trust (Hypotheses 9a and 10a) Competence trust was found to positively influence perceptions of price fairness, while benevolence trust had a negative impact on users' perceived fairness regarding price increases (Hypotheses 9b and 10b) Additionally, strong relationships were confirmed between brand attachment, perceived price fairness, and purchasing intentions (Hypotheses 5 and 8).

Table 17 Path coefficients result (Study 2B)

Direct effects f 2 Beta S D t-value Results

1 Anthropomorphism  Brand attachment 0.031 small 0.117* 0.051 2.307 Supported

2 Anthropomorphism  Benevolence trust 0.054 small 0.266** 0.082 3.265 Supported

Direct effects f 2 Beta S D t-value Results

3 Anthropomorphism  Competence trust 0.087 small 0.240** 0.083 2.893 Supported

4 Anthropomorphism  Perceived price fairness 0.040 small 0.236* 0.106 2.232 Supported

5 Anthropomorphism  Perceived instrumental value 0.113 small 0.306*** 0.069 4.441 Supported

6 Anthropomorphism  Perceived sentimental value 0.242 medium 0.437*** 0.066 6.669 Supported

7 Anthropomorphism  Perceived social value 0.133 small 0.369*** 0.075 4.915 Supported

8 Perceived instrumental value  Brand attachment 0.038 small 0.149* 0.066 2.277 Supported

9 Perceived sentimental value  Brand attachment 0.205 medium 0.439*** 0.088 4.960 Supported

10 Perceived social value  Brand attachment 0.079 small 0.264** 0.083 3.166 Supported

11 Brand attachment  Perceived price fairness 0.044 small 0.218* 0.092 2.378 Supported

12 Brand attachment  Purchasing intention 0.441 large 0.403*** 0.045 8.929 Supported

13 Benevolence trust  Perceived price fairness 0.131 small -0.313*** 0.062 5.007 Supported

14 Competence trust  Perceived price fairness 0.151 medium 0.364*** 0.096 3.815 Supported

15 Perceived price fairness  Purchasing intention 0.898 large 0.575*** 0.044 12.985 Supported

16 Brand competence  Competence trust 0.477 large 0.568*** 0.076 7.447 Supported

17 Brand competence  Perceived instrumental value 0.221 medium 0.432*** 0.066 6.505 Supported

18 Brand warmth  Perceived sentimental value 0.212 medium 0.449*** 0.075 5.954 Supported

19 Brand warmth  Perceived social value 0.142 small 0.419*** 0.088 4.744 Supported

20 Brand warmth  Benevolence trust 0.097 small 0.393*** 0.096 4.072 Supported

21 Moderating effects of brand warmth 

22 Moderating effects of brand warmth 

23 Moderating effects of brand warmth 

Direct effects f 2 Beta S D t-value Results

24 Moderating effects of brand competence 

25 Moderating effects of brand competence 

Significance level: ***p < 0.001, **p < 0.01, *p < 0.05; Effect size: small (> 0.02), medium (> 0.15), and large (> 0.35)

(Source: Results from Smart-PLS software)

The study explored the indirect effects of brand anthropomorphism on purchasing intentions, utilizing the mediation process outlined by Preacher and Hayes (2008) The analysis revealed a significant total indirect effect (βIndirect = 0.377, p < 0.001) through key mediators, including competence trust, benevolence trust, brand attachment, perceived values, and perceived price fairness These findings suggest that these constructs play a partial mediating role in influencing purchasing intentions related to brand anthropomorphism.

2019) Accordingly, hypothesis H2c, H3c, H4c, H9c, and H10c were supported

Table 18 Specific indirect effects (Study 2B)

Specific indirect path Beta S D t-value Results

1 Brand anthropomorphism  Brand attachment  Purchasing intention 0.047* 0.022 2.194 Supported

2 Brand anthropomorphism  Perceived instrumental value 

Brand attachment  Purchasing intention 0.018* 0.009 2.056 Supported

3 Brand anthropomorphism  Perceived sentimental value 

Brand attachment  Purchasing intention 0.077*** 0.021 3.672 Supported

4 Brand anthropomorphism  Perceived social value  Brand attachment  Purchasing intention 0.039** 0.015 2.645 Supported

Specific indirect path Beta S D t-value Results

Brand anthropomorphism  Perceived sentimental value 

Brand attachment  Perceived price fairness  Purchasing intention

6 Brand anthropomorphism  Perceived price fairness 

7 Brand anthropomorphism  Benevolence trust  Perceived price fairness  Purchasing intention -0.048* 0.021 2.332 Supported

8 Brand anthropomorphism  Competence trust  Perceived price fairness  Purchasing intention 0.050* 0.026 1.969 Supported

(Source: Results from Smart-PLS software)

The study examined the moderating effects of brand stereotypes within the proposed research model Results indicated that brand competence significantly influenced competence trust (β = 0.568, p < 0.001), while the interaction between anthropomorphism and brand competence did not significantly affect competence trust (βH11b = -0.020, p > 0.05) Conversely, the interaction of anthropomorphism and brand warmth significantly impacted benevolence trust (βH11c = 0.173, p < 0.05) Additionally, this interaction also significantly influenced perceived sentimental values (βH6b = 0.132, p < 0.05) and perceived social values (βH6c = 0.121, p < 0.05) However, the interaction of anthropomorphism and brand competence showed no significant effect on perceived instrumental values (βH6d = 0.106, p > 0.05) In summary, hypotheses H6b, H6c, and H11c were supported, while hypotheses H6d and H11b were not.

Study 2B aimed to investigate a serial mediation mechanism that clarifies how anthropomorphic brands influence consumers' purchasing intentions The findings not only reaffirmed results from previous studies (1A, 1B, and 2A) but also shed light on both direct and indirect effects of anthropomorphic branding on perceived price fairness during price increases The study highlighted the mediating role of competence trust in enhancing perceived price fairness, which in turn boosted purchasing intentions for humanized brands Conversely, it revealed that benevolence trust negatively impacted buying intentions for beverage brands, supporting the hypothesis that benevolence beliefs about anthropomorphized brands can lead to increased perceptions of price unfairness and, consequently, reduced purchasing intentions.

The research model from study 2B accounts for 71.9% of the variance in purchasing intentions towards anthropomorphic brands The exploratory analysis identified eight mediation paths through which brand anthropomorphism affects consumer buying intentions Notably, brand anthropomorphism exhibits the highest effect size and beta coefficients, underscoring its significant influence on both brand attachment and consumers' perception of price fairness, which ultimately enhances purchasing intentions Furthermore, the sentimental values associated with anthropomorphized brands foster greater brand attachment, leading to increased perceptions of price fairness and, consequently, higher purchasing intentions.

Summary of the hypothesis testing

In sum, the results of the hypothesis testing are shown in Table 19 as follows:

1 H1 Brand anthropomorphism positively influences brand attachment Supported

2 H2a Brand anthropomorphism leads to higher consumers’ perception of sentimental value Supported

3 H2b Perceived sentimental value has a positive effect on brand attachment Supported

4 H2c Perceived sentimental value mediates the effect of anthropomorphism on brand attachment Supported

5 H3a Brand anthropomorphism leads to higher consumers’ perception of social value Supported

6 H3b Perceived social value has a positive effect on brand attachment Supported

7 H3c Perceived social value mediates the effect of anthropomorphism on brand attachment Supported

8 H4a Brand anthropomorphism leads to higher consumers’ perception of instrumental value Supported

9 H4b Perceived instrumental value has a positive effect on brand attachment Supported

10 H4c Perceived instrumental value mediates the effect of anthropomorphism on brand attachment Supported

11 H5 Brand attachment positively influences consumers’ purchasing intention Supported

12 H6a Brand stereotypes moderate the effect of anthropomorphism on brand attachment Supported

13 H6b Under brand stereotype warmth (vs competence) condition, anthropomorphic brand facilitates higher consumers’ perceptions of sentimental value Supported

14 H6c Under brand stereotype warmth (vs competence) condition, anthropomorphic brand facilitates higher consumers’ perceptions of social value Supported

15 H6d Under brand stereotype competence (vs warmth) condition, anthropomorphic brand facilitates higher consumers’ perceptions of instrumental value Not supported

16 H7 Brand anthropomorphism positively influences perceived price fairness Supported

17 H8 Perceived price fairness positively influences consumers’ purchasing intention Supported

18 H9a Brand anthropomorphism has a positive effect on competence trust Supported

19 H9b Competence trust leads to higher consumers’ perception of price fairness Supported

20 H9c Competence trust mediates the effect of anthropomorphism on perceived price fairness Supported

21 H10a Brand anthropomorphism has a positive effect on benevolence trust Supported

22 H10b Benevolence trust leads to lower consumers’ perception of price fairness Supported

23 H10c Benevolence trust mediates the effect of anthropomorphism on perceived price fairness Supported

24 H11a Brand stereotypes moderate the effect of anthropomorphism on perceived price fairness Supported

25 H11b Under brand stereotype competence (vs warmth) condition, anthropomorphic brand facilitates higher competence trust Not supported

26 H11c Under brand stereotype warmth (vs competence) condition, anthropomorphic brand facilitates higher benevolence trust Supported

(Source: Author’ summarization of hypothesis testing results, 2024)

Study 1A confirmed the causal relationships between brand anthropomorphism and brand attachment, building on previous research (Ma et al., 2023) This study advanced understanding by exploring both direct and indirect effects of anthropomorphic brands on consumers' emotional attachment It revealed that brand anthropomorphism positively influences brand attachment through perceived sentimental, social, and instrumental values, specifically within the beverage sector These findings effectively addressed the first research objective and answered the initial research questions posed in the author's thesis.

Study 1B reaffirmed the positive influence of anthropomorphism on brand attachment and investigated the underlying mechanisms by examining the moderating roles of brand warmth and brand competence through the lens of the Stereotype Content Model This research, alongside previous studies (K.-J Chen & J.-S Lin, 2021; Li et al., 2023; J Wu et al., 2017), enhances our understanding of why consumers form stronger emotional connections with anthropomorphic brands, particularly when the warmth attribute is prominent Brands perceived as warm are often associated with positive traits such as friendliness, kindness, and cooperative intentions, which contribute to this heightened attachment.

Research indicates that stimuli promoting belongingness, social approval, and relaxation significantly enhance consumer perceptions of brand anthropomorphism Specifically, brands that evoke warmth rather than competence foster greater social and sentimental value, ultimately leading to increased brand attachment The results from Study 1B successfully addressed the initial research objectives and answered multiple key questions outlined in the author's thesis.

Study 2A confirmed the positive impact of brand anthropomorphism on perceived price fairness, highlighting a significant interaction between anthropomorphism and brand stereotypes The attributes of competence in anthropomorphic brands were found to significantly enhance perceptions of price fairness, as these brands are linked to efficiency, confidence, and capability By stereotyping brands based on competence, consumers can alleviate uncertainty, boost confidence, and enhance their overall experience, making them less sensitive to price fluctuations and increasing purchasing intentions Overall, the findings from Study 2A align with the research objectives and address key questions in the author's thesis.

Study 2B reliably reconfirmed the findings from Studies 1A, 1B, and 2A, emphasizing the mediating role of competence trust in enhancing consumers' perceived price fairness and increasing purchasing intentions toward humanized brands Additionally, the study revealed that brand anthropomorphism negatively influenced buying intentions through benevolence trust, particularly in the context of beverage brands This supports the hypothesis that benevolence beliefs about anthropomorphized brands can lead to negative attributions, increasing perceived price unfairness and reducing purchasing intentions Ultimately, Study 2B successfully met the research objectives and addressed the author's thesis questions comprehensively.

CONCLUSIONS AND IMPLICATIONS

Theoretical and practical contributions of Study 1A and Study 1B

Studies 1A and 1B provide valuable insights into brand anthropomorphism, establishing a causal link between brand anthropomorphism and brand attachment, particularly within beverage brands (hypothesis H1) These findings align with previous research across various sectors, including hospitality, fashion, luxury cosmetics, and education (K.-J Chen & J.-S Lin, 2021; Girardin et al., 2023; Li et al., 2023; Ma et al., 2023; J Wu et al., 2017) While the positive impact of anthropomorphized brands on brand attachment is widely accepted, the mechanisms driving this relationship remain underexplored Study 1A enhances our understanding by examining both the direct and indirect effects of humanized brands on consumers' emotional attachment, highlighting the positive indirect pathways through perceived sentimental value (hypotheses H2a, H2b, H2c) and social value (hypotheses H3a, H3b).

H3c), and instrumental value (hypothesis H4a, H4b, and H4c) have been uncovered in the context of beverage brands These results constituted existing knowledge-building in the given research area

Study 1B revealed that the interaction between brand anthropomorphism and brand stereotypes significantly affects brand attachment, particularly among young consumers The research indicated that young individuals form stronger emotional connections with anthropomorphic brands, especially when the warmth characteristic is prominent Specifically, when the brand stereotype emphasizes warmth over competence, anthropomorphism enhances consumers' perceptions of both social and sentimental value, ultimately fostering greater brand attachment.

A thorough understanding of brand anthropomorphism, as revealed in Studies 1A and 1B, can help practitioners implement timely changes in brand management for competitive advantages By adopting humanlike branding strategies, firms can enhance young consumers' perceived value, resulting in stronger brand attachment, particularly within the beverage industry.

To achieve effective branding outcomes, practitioners must pay close attention to brand stereotypes Research indicates that young consumers are more likely to form strong self-brand connections with brands that exhibit warmth rather than competence Brands perceived as warm are associated with positive traits such as friendliness, kindness, and cooperative intentions, making them more appealing to this demographic (Joo & Kim, 2021).

Wu et al., 2017) These cues can stimulate higher consumers’ perceptions of sentimental and social value, ultimately resulting in greater brand attachment.

Theoretical and practical contributions of Study 2A and Study 2B

Study 2A explores the intricate relationships between consumers and brands, focusing on how brand anthropomorphism influences perceptions of price fairness and buying intentions The study validates the positive impact of brand anthropomorphism on perceived price fairness specifically within beverage brands, aligning with hypothesis H7 This outcome contrasts with previous research findings by Kwak et al (2015) and MacInnis.

Research by Folkes (2017) indicates that consumers perceive price increases as more unfair when associated with anthropomorphized brands While earlier studies suggested that consumers attribute negative motives to these brands during price hikes (Kwak et al., 2015; MacInnis & Folkes, 2017), the authors propose that humanized brands may encourage consumers to interpret price increases through a lens of more positive motives This hypothesis was validated in Study 2A, aligning with perspectives from various researchers (Aggarwal & McGill, 2012; Waytz, Gray, et al.).

In 2010, the author argued that humanlike brands are often regarded as real individuals with emotions and moral rights, leading consumers to view these branded products as unique, memorable, and more appealing Consequently, consumers tend to evaluate anthropomorphized brands more positively and may become less sensitive to unfavorable pricing experiences.

Study 2B advances previous research by empirically examining the serial mediation mechanism that clarifies how anthropomorphic brands influence users' purchasing intentions The findings reaffirm those of Studies 1A, 1B, and 2A, while also exploring the direct and indirect effects of anthropomorphic brands on consumers' perceived fairness regarding price increases Notably, competence trust was identified as a mediator that enhances perceived price fairness, which in turn boosts purchasing intentions for humanized brands Conversely, the study revealed negative indirect paths from brand anthropomorphism to buying intention through benevolence trust, particularly in the beverage sector This indicates that benevolence beliefs about anthropomorphized brands may intensify negative perceptions, leading to increased perceived price unfairness and reduced purchasing intentions.

The exploratory analysis of Study 2B identified eight mediation paths through which brand anthropomorphism affects consumers' buying intentions Notably, brand anthropomorphism demonstrated the largest effect size and beta coefficients, highlighting its significant influence on brand attachment and consumers' perception of price fairness, ultimately increasing purchasing intentions Additionally, the sentimental values associated with anthropomorphized brands enhance perceived price fairness, further driving consumers' willingness to buy These findings elucidate why consumers are more inclined to purchase humanlike brands, even in the face of sudden price increases.

Studies 2A and 2B revealed the crucial impact of brand stereotypes on consumers' brand attachment, perceived price fairness, and purchasing intentions, particularly during price increases The research highlighted that consumers exhibit stronger emotional attachment but greater price sensitivity towards humanized brands when warmth is emphasized Conversely, brands perceived as competent tend to result in more favorable evaluations of price increases, leading to increased purchasing intentions due to reduced price sensitivity This phenomenon occurs as anthropomorphic brands' warmth attributes enhance consumers' perceptions of social and sentimental value, fostering greater brand attachment However, highly warm humanlike brands are linked to benevolence trust, which can lead consumers to view price increases as more unfair These findings significantly advance the understanding of brand perception in consumer behavior.

Generally, together with past studies (K J Chen & J S Lin, 2021; Girardin et al., 2023; Kwak et al., 2015, 2017; Li et al., 2023; Ma et al., 2023; Rajput et al., 2020; J T

Wu et al (2017) in Studies 2A and 2B enhance our understanding of consumer behavior towards anthropomorphic brands by examining both the positive and negative aspects of consumer-brand relationships Their research delves into the multidimensional nature of consumers' value perceptions and simultaneously investigates cognition-based and affect-based trust The proposed research model in Study 2B, featuring interconnected constructs, offers a comprehensive view of the complexities surrounding anthropomorphized brands, thereby making a significant contribution to the existing literature and distinguishing itself from other studies on similar themes.

Beverage companies should consider using anthropomorphism as a branding strategy to enhance brand attachment and trust, particularly among young consumers When an anthropomorphic brand demonstrates competence, it fosters a sense of competence trust, which is only weakly linked to brand attachment This trust leads consumers to perceive the brand as knowledgeable and reliable, making them more accepting of price increases Consequently, consumers become less sensitive to price changes and exhibit stronger purchasing intentions.

Limitations and directions for future research

Despite the valuable insights from Study 1A and Study 1B, several limitations suggest opportunities for future research Firstly, as cross-sectional studies, they lacked the ability to track changes over time, highlighting the need for longitudinal studies to enhance result stability Secondly, the sampling method raised concerns about representativeness, as the limited demographic diversity did not ensure generalizability; future studies should incorporate more random sampling techniques Lastly, the focus solely on beverage brands restricts the findings, indicating a need for research on anthropomorphic brands across various industries to explore differences in consumer emotional attachment and perceived value.

Study 2A and Study 2B have notable limitations that warrant further investigation Firstly, these studies exclusively examined affordable beverage brands, leaving a gap in understanding consumer perceptions of price fairness in other sectors, such as luxury brands Future research should explore various branded products to identify differences or similarities in users' sense of distributive justice and their purchasing intentions toward anthropomorphic brands Secondly, while this paper focuses on increasing price scenarios, future studies could investigate the effects of decreasing prices from an anthropomorphic perspective Lastly, although this research primarily addresses distributive justice, other forms of fairness, such as procedural and interactional fairness, related to various transaction attributes, present a promising avenue for further exploration.

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Anthropomorphism in context of real-world brands

Suntory Natchan Orange, produced by Suntory Beverage & Food Ltd., is a refreshing non-alcoholic beverage, part of a diverse portfolio that includes popular drinks like Pepsi and Oolong Tea In contrast, the OKF Manuka Honey Lemonade, crafted by OKF Corporation, showcases the company's expertise as a leading manufacturer in the multi-beverage industry.

The evolution of Coca-Cola’s bottles showcases the company’s innovative packaging designs since its inception in 1886, with recent versions creatively resembling the shape of the human body.

Tio Pepe is a renowned Spanish sherry crafted by Gonzalez Byass, a prominent multinational company specializing in wines and alcoholic beverages For over a century, the brand has creatively employed anthropomorphic bottles in its advertising campaigns, enhancing its unique identity in the market.

In the Vietnamese market, local brands like Miss Saigon perfume and Ong Tho by Vinamilk effectively utilize anthropomorphism in their advertising campaigns, showcasing how human-like qualities can enhance brand appeal and connect with consumers.

APPENDIX 2: Co-citation analysis of brand anthropomorphism

Figure 15 Visualized co-citation network

(Source: authors based on VOSViewer software)

Co-citation analysis reveals three distinct clusters of publications on brand anthropomorphism, as illustrated in Figure 15 The first cluster, represented in red, features key authors like Aggarwal, Epley, Puzakova, and Kim, who investigate the mixed effects of brand anthropomorphism on customer behavior The second cluster, shown in green, includes scholars such as Aaker, Fournier, Kervyn, and Belk, focusing on the multi-dimensional aspects of consumer-brand relationships Finally, the blue cluster is led by researchers Epley, Waytz Guido, and Hart, who concentrate on developing conceptual frameworks that elucidate the mechanisms underlying brand anthropomorphism.

Table 20 Most influential articles of Co-citation analysis

Cluster Most cited articles No of citation

The multidimensions of consumer-brand relationships and their predictive power over consumers' moral judgments

Epley et al (2007) Aggarwal and McGill (2007) Aggarwal and McGill (2012) Puzakova et al (2013) Kim and McGill (2011) Delbaere et al (2011) Waytz, Morewedge, et al (2010) Landwehr et al (2011)

MacInnis and Folkes (2017) Kim and Kramer (2015) Hur et al (2015) Chen et al (2017) Puzakova and Aggarwal (2018) Kwak et al (2015)

The mixed effects of brand anthropomorphism on consumer responses

Aaker (1997) Fournier and Alvarez (2012) Kervyn et al (2012)

Aaker et al (2004) Belk (1988) Aggarwal (2004) Escalas and Bettman (2005)

Developing conceptual frameworks explaining the underlying mechanism of brand anthropomorphism

Epley et al (2008) Waytz, Cacioppo, et al (2010) Guido and Peluso (2015) Puzakova et al (2009) Hart et al (2013)

APPENDIX 3: Surveys (Vietnamese Version) for Study 1A & 1B

Bảng câu hỏi khảo sát

Tôi đang thực hiện luận án tiến sĩ nghiên cứu về nhân cách hóa thương hiệu trong ngành công nghiệp đồ uống Tôi mong muốn nhận được ý kiến của Anh (Chị) sau khi xem một mẫu quảng cáo của thương hiệu được nhân bản hình người Xin vui lòng chia sẻ đánh giá của Anh (Chị) về các giá trị mà thương hiệu mang lại khi sử dụng, mức độ hợp lý về giá cả, cũng như ý định mua sắm đối với thương hiệu này.

Cuộc khảo sát kéo dài khoảng 10 phút và hoàn toàn giữ bí mật danh tính của người tham gia Mọi thông tin mà bạn cung cấp đều được coi là quý giá cho nghiên cứu của tôi, không có câu trả lời nào là đúng hay sai Rất mong nhận được sự hợp tác từ bạn.

Nếu Anh (Chị) có bất cứ câu hỏi nào về khảo sát, vui lòng gửi email cho tôi …

Anh (Chị) vui lòng cho biết tên một thương hiệu thức uống (nước cam ép / nước tăng lực thường dùng trong thể thao) mà Anh (Chị) quan tâm nhất: …

Anh (Chị) vui lòng cho biết tần suất mua hoặc sử dụng thương hiệu đã chọn ở trên:

Phần 1 – Sau khi đọc một mẫu quảng cáo của thương hiệu [X], anh (chị) đồng ý hoặc không đồng ý với những nhận định sau đây ở mức độ nào?

(1 = “hoàn toàn không đồng ý”; 2 = “không đồng ý”; 3 = “phần nào không đồng ý”; 4 = “trung lập”; 5 = “đồng ý một phần”; 6 = “đồng ý”; 7 = “đồng ý hoàn toàn”)

1 [X] có tính cách thương hiệu

2 [X] rất sống động giống như một con người

3 Tôi dễ dàng tưởng tượng [X] như một con người

4 [X] thể hiện chất lượng tốt

5 [X] thể hiện năng lực đáp ứng mong muốn của tôi

6 [X] thể hiện tính hiệu quả của thức uống

7 [X] thể hiện cá tính và thông minh

8 [X] mang lại cho tôi cảm giác thân thiện

9 [X] mang lại cho tôi cảm giác được hỗ trợ khi cần

10 [X] mang lại cho tôi cảm giác được quan tâm

11 [X] mang lại cho tôi cảm giác gần gũi

Phần 2 – Hãy xem xét [X] và những giá trị mà thương hiệu này mang lại cho người sử dụng Xin vui lòng cho biết mức độ đồng ý hoặc không đồng ý của anh (chị) đối với các nhận định sau đây.

1 [X] rất hữu ích đối với tôi

2 [X] giúp tôi gây ấn tượng với người khác

3 [X] giúp cải thiện cuộc sống của tôi

4 [X] mang đến sự thoải mái và an toàn

5 [X] thể hiện sự khác biệt của tôi với những người khác

6 [X] gợi cho tôi nhớ về một người bạn

7 [X] gợi cho tôi nhớ về người thân và gia đình

8 [X] gợi cho tôi nhớ về một sự kiện hoặc một nơi tôi đã trải qua

9 [X] mang lại cho tôi cảm giác đặc biệt

10 [X] giúp tôi cảm thấy được mọi người công nhận

11 Sử dụng [X] sẽ cải thiện cảm nhận của những người khác về tôi

12 Sử dụng [X] sẽ nâng cao hình ảnh của tôi với người khác

13 Sử dụng [X] cải thiện quan hệ xã hội của tôi với người khác

14 Tôi cảm thấy [X] đáng yêu

15 Tôi cảm thấy [X] đáng mến

16 Tôi cảm thấy [X] đáng tin cậy

17 Tôi cảm thấy thương hiệu Supreme có sức thu hút

18 Tôi cảm thấy đam mê [X]

19 Tôi cảm thấy vui khi sử dụng [X]

20 Tôi cảm thấy sự kết nối với [X]

21 Tôi cảm thấy gắn bó với [X]

Phần 3 của bài viết cung cấp thông tin cá nhân của đáp viên, bao gồm giới tính, độ tuổi, nghề nghiệp, trình độ học vấn, thu nhập và tần suất sử dụng sản phẩm thức uống bổ sung năng lượng.

APPENDIX 4: Surveys (Vietnamese Version) for Study 2A & 2B

Bảng câu hỏi khảo sát

Tôi đang thực hiện luận án tiến sĩ về nhân cách hóa thương hiệu trong ngành công nghiệp đồ uống Tôi muốn nghe ý kiến của bạn sau khi đọc một mẫu quảng cáo của thương hiệu đã được nhân bản hình người Bên cạnh đó, tôi cũng mong nhận được đánh giá của bạn về các giá trị mà thương hiệu này mang lại, mức độ hợp lý về giá, và ý định mua hàng đối với thương hiệu.

Cuộc khảo sát kéo dài khoảng 10 phút và hoàn toàn ẩn danh Mọi thông tin trung thực mà bạn cung cấp sẽ không bị coi là đúng hay sai, mà đều rất quý giá cho nghiên cứu của tôi Tôi rất mong nhận được sự hợp tác từ bạn.

Nếu Anh (Chị) có bất cứ câu hỏi nào về khảo sát, vui lòng gửi email cho tôi …

Anh (Chị) vui lòng cho biết tên một thương hiệu thức uống (nước cam ép / nước tăng lực thường dùng trong thể thao) mà Anh (Chị) quan tâm nhất: …

Anh (Chị) vui lòng cho biết tần suất mua hoặc sử dụng thương hiệu đã chọn ở trên:

Phần 1 – Sau khi đọc một mẫu quảng cáo của thương hiệu [X], anh (chị) đồng ý hoặc không đồng ý với những nhận định sau đây ở mức độ nào?

(1 = “hoàn toàn không đồng ý”; 2 = “không đồng ý”; 3 = “phần nào không đồng ý”; 4 = “trung lập”; 5 = “đồng ý một phần”; 6 = “đồng ý”; 7 = “đồng ý hoàn toàn”)

1 [X] có tính cách thương hiệu

2 [X] rất sống động giống như một con người

3 Tôi dễ dàng tưởng tượng [X] như một con người

4 [X] thể hiện chất lượng tốt

5 [X] thể hiện năng lực đáp ứng mong muốn của tôi

6 [X] thể hiện tính hiệu quả của thức uống

7 [X] thể hiện cá tính và thông minh

8 [X] mang lại cho tôi cảm giác thân thiện

9 [X] mang lại cho tôi cảm giác được hỗ trợ khi cần

10 [X] mang lại cho tôi cảm giác được quan tâm

11 [X] mang lại cho tôi cảm giác gần gũi

Phần 2 – Anh (chị) thể hiện sự tin tưởng vào thương hiệu [X] ở mức độ nào?

1 Tôi tin [X] sẽ thỏa mãn nhu cầu bổ sung năng lượng của tôi

2 Tôi tin [X] sẽ thực hiện đúng như đã cam kết

3 Tôi tin [X] sẽ cung cấp chất lượng ổn định

4 Tôi tin vào năng lực hoạt động tốt của [X]

5 Tôi tin [X] sẽ luôn thân thiện với khách hàng

6 Tôi tin [X] sẽ phản hồi tích cực nếu tôi có vấn đề về sản phẩm

7 Tôi tin [X] sẽ giúp tôi nếu tôi cần bổ sung năng lượng

8 Tôi tin [X] sẽ quan tâm và hỗ trợ tôi khi cần

9 Tôi tin [X] sẽ luôn đem đến cảm giác an toàn

10 Nhìn chung, tôi tin tưởng [X]

11 Thương hiệu [X] rất đáng tin cậy

Khi trở lại cửa hàng sau một tuần, tôi nhận thấy giá sản phẩm 500ml của thương hiệu [X] đã tăng 20%, từ xxx vnđ lên xxx vnđ Sự thay đổi này khiến tôi cảm thấy bất ngờ và đặt ra câu hỏi về tính hợp lý của việc tăng giá Mặc dù sản phẩm có chất lượng tốt, nhưng mức tăng giá này có thể làm giảm ý định mua hàng của tôi, đặc biệt nếu không có lý do rõ ràng cho sự điều chỉnh này.

1 Việc tăng giá cả là xu hướng thị trường

2 Việc tăng giá cả là chính đáng

3 Việc tăng giá cả là hợp lý

4 Việc tăng giá cả là chấp nhận được

5 Nhiều khả năng tôi sẽ mua thương hiệu [X]

6 Tôi có thể nghĩ đến việc mua thương hiệu [X]

Phần 4 của bài viết trình bày thông tin cá nhân của đáp viên, bao gồm giới tính, độ tuổi, nghề nghiệp, học vấn, thu nhập và tần suất sử dụng sản phẩm thức uống bổ sung năng lượng Những yếu tố này đóng vai trò quan trọng trong việc phân tích thói quen tiêu dùng và nhu cầu của người sử dụng.

APPENDIX 5: Data analysis for the Study 1A a Demographic data collection (Study 1A)

(Source: Author’s demographic data collection, 2024) b Manipulation test (Study 1A)

T-Test (Source: SPSS Output) c HTMT for discriminant assessment (Study 1A)

Table 22 HTMT for discriminant assessment (Study 1A)

(Source: Results from Smart-PLS software) d Descriptive statistics and PLS-CFA results (Study 1A)

Table 23 Descriptive statistics and PLS-CFA results (Study 1A)

BA1: [brand] has a strong brand personality 4.842 1.506 0.892

BA2: I can easily imagine [brand] as a person 4.525 1.709 0.939

BA3: I have no difficulties in imagining [brand] as a person 4.350 1.698 0.911

BAT1: My feelings toward [brand] can be affectionate 4.133 1.353 0.827

BAT2: My feelings toward [brand] can be loved 4.367 1.395 0.863

BAT3: My feelings toward [brand] can be peaceful 4.867 1.249 0.883

BAT4: My feelings toward [brand] can be passionate 4.725 1.419 0.806

BAT5: My feelings toward [brand] can be delighted 3.767 1.430 0.849

BAT6: My feelings toward [brand] can be captivated 4.375 1.243 0.871

BAT7: My feelings toward [brand] can be connected 4.300 1.492 0.912

BAT8: My feelings toward [brand] can be attached 4.158 1.402 0.918

SEV1: [Brand] would provide comfort and emotional security 4.633 1.201 0.759

SEV2: [Brand] would express what is unique about me, different from others 3.725 1.408 0.824

SEV3: [Brand] would remind me of my relationship with a particular person 3.733 1.537 0.847

SEV4: [Brand] would remind me of my family or a group of people I belong to 3.425 1.543 0.860

SEV5: [Brand] would remind me of specific events or places 3.875 1.526 0.765

SEV6: [Brand] would bring me a special feeling 4.000 1.461 0.864

SOV1: [Brand] would help me to feel acceptable 3.550 1.511 0.931

SOV2: [Brand] would improve the way I am perceived 3.725 1.522 0.949

SOV3: [Brand] would make a good impression on other people 3.775 1.486 0.957

SOV4: [Brand] would give its owner social approval 3.658 1.486 0.926

IV1: [Brand] would make me socially desirable, it would impress others 4.725 1.137 0.877

IV2: [Brand] would be practically useful 3.875 1.287 0.901

IV3: [Brand] would provide an opportunity to improve my life 4.483 1.378 0.872

PI1: It is likely that I will buy [brand] 4.217 1.609 0.980

PI2: I can imagine buying [brand] 4.467 1.649 0.987

PI3: I intend to buy [brand] 4.316 1.594 0.910

(Source: Results from Smart-PLS software)

APPENDIX 6: Data analysis for the Study 1B a Demographic data collection (Study 1B)

(Source: Author’s demographic data collection, 2024) b Manipulation test (Study 1B)

T-Test (Source: SPSS Output) c The effect of anthropomorphism on brand attachment: The moderating role of brand stereotypes (Study 1B)

Univariate Analysis of Variance (Source: SPSS Output) d Construct reliability and validity results (Study 1B)

Table 25 Construct reliability and validity results (Study 1B)

Construct Cronback’s alpha Composite Reliability Average Variance Extracted

(Source: Results from Smart-PLS software) e HTMT for discriminant assessment (Study 1B)

Table 26 HTMT for discriminant assessment (Study 1B)

(Source: Results from Smart-PLS software) f Descriptive statistics and PLS-CFA results (Study 1B)

Table 27 Descriptive statistics and PLS-CFA results (Study 1B)

BA1: [brand] has a strong brand personality 5.202 1.369 0.814

BA2: I can easily imagine [brand] as a person 4.504 1.760 0.953

BA3: I have no difficulties in imagining [brand] as a person 4.168 1.772 0.926

BAT1: My feelings toward [brand] can be affectionate 3.933 1.544 0.862

BAT2: My feelings toward [brand] can be loved 4.193 1.519 0.879

BAT3: My feelings toward [brand] can be peaceful 4.924 1.372 0.866

BAT4: My feelings toward [brand] can be passionate 4.672 1.557 0.913

BAT5: My feelings toward [brand] can be delighted 4.000 1.523 0.917

BAT6: My feelings toward [brand] can be captivated 4.521 1.448 0.911

BAT7: My feelings toward [brand] can be connected 4.395 1.647 0.916

BAT8: My feelings toward [brand] can be attached 4.303 1.639 0.933

SEV1: [Brand] would provide comfort and emotional security 4.765 1.325 0.796

SEV2: [Brand] would express what is unique about me, different from others 4.050 1.489 0.816

SEV3: [Brand] would remind me of my relationship with a particular person 3.950 1.731 0.860

SEV4: [Brand] would remind me of my family or a group of people I belong to 3.605 1.673 0.831

SEV5: [Brand] would remind me of specific events or places 3.849 1.655 0.798

SEV6: [Brand] would bring me a special feeling 4.244 1.489 0.897

SOV1: [Brand] would help me to feel acceptable 3.815 1.506 0.916

SOV2: [Brand] would improve the way I am perceived 3.916 1.623 0.931

SOV3: [Brand] would make a good impression on other people 3.824 1.516 0.952

SOV4: [Brand] would give its owner social approval 3.782 1.626 0.913

IV1: [Brand] would make me socially desirable, it would impress others 4.849 1.286 0.899

IV2: [Brand] would be practically useful 3.941 1.416 0.850

IV3: [Brand] would provide an opportunity to improve my life 4.479 1.254 0.890

(Source: Results from Smart-PLS software) g Specific indirect effects (Study 1B)

Table 28 Specific indirect effects (Study 1B)

Specific indirect path Beta S D t-value Results

1 Anthropomorphism  Sentimental value  Brand attachment 0.099* 0.042 2.384 Supported

2 Anthropomorphism  Social value  Brand attachment 0.097* 0.039 2.503 Supported

3 Anthropomorphism  Instrumental value  Brand attachment 0.067* 0.032 2.093 Supported

4 Brand competence  Instrumental value  Brand attachment 0.104** 0.040 2.629 Supported

5 Brand warmth  Sentimental value  Brand attachment 0.221** 0.076 2.928 Supported

6 Brand warmth  Social value  Brand attachment 0.1501* 0.077 1.965 Supported Significance level: ***p < 0.001, **p < 0.01, *p < 0.05

(Source: Results from Smart-PLS software)

APPENDIX 7: Data analysis for the Study 2A a Demographic data collection (Study 2A)

(Source: Author’s demographic data collection, 2024) b Manipulation test (Study 2A)

T-Test (Source: SPSS Output) c The effect of anthropomorphism on purchasing intentions: The moderating role of brand stereotypes (Study 2A)

Univariate Analysis of Variance (Source: SPSS Output) d The effect of anthropomorphism on perceived price fairness: The moderating role of brand stereotypes (Study 2A)

Univariate Analysis of Variance (Source: SPSS Output) e Construct reliability and validity results (Study 2A)

Table 30 Construct reliability and validity results (Study 2A)

Construct Cronback’s alpha Composite Reliability Average Variance Extracted

(Source: Results from Smart-PLS software) f HTMT for discriminant assessment (Study 2A)

Table 31 HTMT for discriminant assessment (Study 2A)

(Source: Results from Smart-PLS software) g Descriptive statistics and PLS-CFA results (Study 2A)

Table 32 Descriptive statistics and PLS-CFA results (Study 2A)

BA1: [brand] has a strong brand personality 5.154 1.349 0.942

BA2: I can easily imagine [brand] as a person 4.402 1.727 0.865

BA3: I have no difficulties in imagining [brand] as a person 4.068 1.745 0.806

PI1: It is likely that I will buy [brand] 4.111 1.331 0.962

PI2: I can imagine buying [brand] 4.513 1.297 0.957

PI3: I intend to buy [brand] 4.367 1.119 0.930

(Source: Results from Smart-PLS software)

APPENDIX 8: Data analysis for the Study 2B a Demographic data collection (Study 2B)

(Source: Author’s demographic data collection, 2024) b Manipulation test (Study 2B)

T-Test (Source: SPSS Output) c The effect of anthropomorphism on brand attachment: The moderating role of brand stereotypes (Study 2B)

Univariate Analysis of Variance (Source: SPSS Output) d The effect of anthropomorphism on perceived price fairness: The moderating role of brand stereotypes (Study 2B)

Univariate Analysis of Variance (Source: SPSS Output) e The effect of anthropomorphism on purchasing intentions: The moderating role of brand stereotypes (Study 2B)

Univariate Analysis of Variance (Source: SPSS Output) f HTMT for discriminant assessment (Study 2B)

Table 34 HTMT for discriminant assessment (Study 2B)

(Source: Results from Smart-PLS software) g Descriptive statistics and PLS-CFA results (Study 2B)

Table 35 Descriptive statistics and PLS-CFA results (Study 2B)

BA1: [brand] has a strong brand personality 4.806 1.511 0.883

BA2: I can easily imagine [brand] as a person 4.354 1.661 0.939

BA3: I have no difficulties in imagining [brand] as a person 4.149 1.698 0.921

BAT1: My feelings toward [brand] can be affectionate 4.063 1.352 0.843

BAT2: My feelings toward [brand] can be loved 4.331 1.353 0.854

BAT3: My feelings toward [brand] can be peaceful 4.817 1.222 0.860

BAT4: My feelings toward [brand] can be passionate 4.640 1.486 0.833

BAT5: My feelings toward [brand] can be delighted 3.749 1.440 0.873

BAT6: My feelings toward [brand] can be captivated 4.331 1.274 0.884

BAT7: My feelings toward [brand] can be connected 4.251 1.491 0.904

BAT8: My feelings toward [brand] can be attached 4.097 1.460 0.916

BT1: The brand has good intentions towards its customers 4.920 1.395 0.879

BT2: The brand will respond constructively if I have product-related problems 5.074 1.389 0.925

BT3: The brand would do its best to help me if I had a problem 5.411 1.447 0.821

BT4: It cares about my needs 4.960 1.419 0.886

BT5: This brand gives me a sense of security 4.834 1.418 0.902

CT1: The brand does a good job 5.097 1.507 0.863

CT2: I expect the brand to deliver on its promise 4.874 1.307 0.914

CT3: I am confident in the brand’s ability to perform well 4.909 1.256 0.909

CT4: The quality of this brand has been very consistent 4.697 1.306 0.895

SEV1: [Brand] would provide comfort and emotional security 4.600 1.169 0.714

SEV2: [Brand] would express what is unique about me, different from others 3.794 1.423 0.793

SEV3: [Brand] would remind me of my relationship with a particular person 3.840 1.585 0.855

SEV4: [Brand] would remind me of my family or a group of people I belong to 3.451 1.514 0.861

SEV5: [Brand] would remind me of specific events or places 3.943 1.537 0.778

SEV6: [Brand] would bring me a special feeling 4.034 1.465 0.857

SOV1: [Brand] would help me to feel acceptable 3.520 1.449 0.927

SOV2: [Brand] would improve the way I am perceived 3.720 1.495 0.950

SOV3: [Brand] would make a good impression on other people 3.794 1.482 0.954

SOV4: [Brand] would give its owner social approval 3.726 1.555 0.930

IV1: [Brand] would make me socially desirable, it would impress others 4.680 1.124 0.869

IV2: [Brand] would be practically useful 3.726 1.261 0.882

IV3: [Brand] would provide an opportunity to improve my life 4.434 1.399 0.863

PI1: It is likely that I will buy [brand] 4.051 1.583 0.979

PI2: I can imagine buying [brand] 4.291 1.622 0.902

PI3: I intend to buy [brand] 4.021 1.634 0.957

(Source: Results from Smart-PLS software)

APPENDIX 9: Investigation expert’s opinions for the implications of brand anthropomorphism in real-word situations a Qualitative research design and analysis

Following four primary experimental studies, the author employed an in-depth, semi-structured interview method to gain insights into the practical application of brand anthropomorphism and to gather expert evaluations of research applications Each interview lasted between one to one and a half hours, involving a sample of five experts—both male and female—based in Ho Chi Minh City, all of whom possess significant brand and marketing experience in leading beverage companies Detailed demographic data of the sample can be found in Table 36, Appendix 9.

The interviews consisted of two phases: initially, the author outlined the research purpose and provided an overview of brand anthropomorphism, encouraging participants to share their experiences, which fostered rapport and authenticity in responses (Dundon & Ryan, 2009) The second phase involved semi-structured interviews that utilized open-ended questions to delve into participants' perceptions and attitudes (Suddaby, 2006) While the questions followed a consistent guide (refer to Appendix…), their sequence could be adjusted based on the interview flow (Maria Kniazeva & Russell W Belk, 2010) Participants were also prompted to elaborate on their answers, offering detailed insights into practical applications of brand anthropomorphism (Corbetta, 2003).

By employing additional questions, the author can investigate new paths that were not initially considered, thus deeply probe for the views and opinions of the interviewees (Karimova & Goby, 2021)

Investigation expert’s opinions for the implications of brand anthropomorphism

anthropomorphism in real-word situations a Qualitative research design and analysis

Following four primary experimental studies, the author utilized an in-depth, semi-structured interview method to gain deeper insights into the practical applications of brand anthropomorphism and to gather expert evaluations on research applications Each interview lasted between one to one and a half hours and involved a sample of five experts, both male and female, located in Ho Chi Minh City, all possessing significant brand and marketing experience within leading beverage companies Detailed demographic information about the sample can be found in Table 36, Appendix 9.

The interviews were conducted in two phases to explore brand anthropomorphism Initially, the researcher outlined the study's purpose and provided an overview of brand anthropomorphism, encouraging participants to share their experiences for about twenty minutes, which fostered a strong rapport essential for collecting genuine insights (Dundon & Ryan, 2009) In the second phase, semi-structured interviews utilized open-ended questions to delve into participants' perceptions and attitudes (Suddaby, 2006) While the interview guide maintained a consistent set of questions, the order could be adjusted based on the conversation's flow (Maria Kniazeva & Russell W Belk, 2010) Additionally, participants were prompted to elaborate on their responses, offering detailed insights into the practical application of brand anthropomorphism (Corbetta, 2003).

By employing additional questions, the author can investigate new paths that were not initially considered, thus deeply probe for the views and opinions of the interviewees (Karimova & Goby, 2021)

In this study, the author performed a manual analysis of interview narratives, identifying specific lines from participant responses as the unit of analysis After completing line-by-line coding, all codes were compiled and categorized into distinct themes Additionally, demographic data was collected as part of the qualitative research process (Karimova & Goby, 2021; Vernuccio et al., 2023).

Table 36 Overview of the interviewees

Area of organization Company Years of experience Gender

2 Business Development Tan Hiep Phat Group 30 Male

3 Marketing Coco-Cola Southeast Asia 10 Male

5 Marketing Red Bull Vietnam 15 Male c Interview guide (Semi-structured interviews)

In this interview, I am a PhD student conducting research for my dissertation through semi-structured interviews to gather expert insights on the use of anthropomorphism in real-world branding.

The survey aims to gather your insights on the use of brand anthropomorphism as a positioning strategy, focusing on your beliefs and experiences There are no correct or incorrect responses; your thoughts are valuable Feel free to skip any questions you are not comfortable answering.

The interview should take approximately 60 minutes to complete The given information is applied for academic purposes for the PhD thesis Many thanks for taking part in my study today

[Question 1] Do you consider brand anthropomorphism to be an effective positioning strategy in enhancing brand relationships with target audiences?

[Question 2] Have your company practiced humanlike branding for facilitating a higher level of young consumers’ perceived values, thus leading to greater brand attachment?

[Question 3] How do you evaluate the effects of brand attachment on young consumers’ buying intentions towards anthropomorphized beverage brands, especially in the context of price increases?

[Question 4] Do you believe that brand anthropomorphism can mitigate young consumers’ sensitivity to price changes in the beverage industry?

Anthropomorphic beverage brands may significantly enhance both competence trust and benevolence trust among consumers These types of trust can influence young consumers' perceptions of price fairness, ultimately affecting their purchasing intentions By fostering a relatable and trustworthy brand image, these companies can positively impact consumer behavior and decision-making.

[Question 6] How do you assess the roles of brand stereotypes (warmth vs competence)?

May consumers shape their value perception of brands and arouse different trust when stereotyping the brands’ competence and warmth (when the competence/ warmth attribute is salient)? d Qualitative findings

This qualitative research aimed to explore the practical application of brand anthropomorphism and to offer recommendations for improving brand relationships while addressing young consumers' sensitivity to price fluctuations in the beverage industry The study involved in-depth, semi-structured interviews with five experts—two females and three males—based in Ho Chi Minh City, all possessing 10 to 30 years of experience in branding and marketing within leading beverage companies The qualitative analysis revealed four key themes that aligned with the primary findings of the author's research.

Brand anthropomorphism as an effective positioning strategy

Five participants recognized brand anthropomorphism as a powerful positioning strategy that strengthens brand relationships and boosts purchasing intentions They highlighted successful campaigns where anthropomorphism was effectively utilized, leading to notable achievements for their companies Additionally, several interviewees discussed their strategies for employing anthropomorphism to engage younger customers and foster deeper connections with them.

Công ty đã áp dụng chiến lược nhân cách hóa thương hiệu từ lâu, được coi là một phương pháp hiệu quả trong việc tạo ấn tượng tích cực với công chúng và khách hàng mục tiêu Hình ảnh sản phẩm được nhân cách hóa không chỉ tạo sự thú vị mà còn mang đến nét đặc trưng riêng cho thương hiệu, giúp tăng cường sự gần gũi với người tiêu dùng.

Một số kế hoạch nhân hóa thương hiệu khả thi sẽ được triển khai trong thời gian tới nhằm tăng tỷ lệ mua và mua lặp lại Chúng tôi kỳ vọng mang đến những trải nghiệm mới mẻ cho nhóm khách hàng trẻ.

All five interviewees unanimously agreed that the author's research offers valuable insights for businesses seeking to implement early changes in brand management and achieve competitive advantages The findings provide a comprehensive understanding of brand anthropomorphism and its implications.

Kết quả nghiên cứu của tác giả được đánh giá cao về tính ứng dụng thực tiễn, đặc biệt là trong việc hỗ trợ các doanh nghiệp F&B xây dựng thương hiệu nhân cách hóa.

Kinh nghiệm thực tế cho thấy việc nhân cách hóa thương hiệu có thể nâng cao khả năng định vị trong tâm trí khách hàng Tuy nhiên, cần thực hiện các nghiên cứu sâu hơn về vấn đề này để đạt được hiệu quả tối ưu Đây thực sự là một đề tài hấp dẫn và mang tính ứng dụng cao trong lĩnh vực marketing.

Brand anthropomorphism and brand attachment

A significant majority of interviewees expressed strong concerns regarding the application of humanlike branding to enhance brand attachment, emphasizing the importance of both functional and social values in fostering connections with young consumers One expert noted that anthropomorphizing energy drink brands can instill a sense of self-efficacy and competence, allowing individuals to feel empowered in achieving their aspirations while forming close relationships with these brands Additionally, another expert highlighted that anthropomorphism fosters a sense of human connection and belonging, which is closely tied to brand attachment.

Việc nhân cách hóa thương hiệu giúp người tiêu dùng cảm thấy gần gũi và gắn bó hơn, gia tăng giá trị cảm nhận đối với sản phẩm Các thức uống dinh dưỡng thường sử dụng hình ảnh nhân hóa để dễ dàng liên tưởng đến sức mạnh vượt trội, giúp người dùng nạp thêm năng lượng và phát triển bản thân, từ đó đạt được những điều mong muốn.