Do Human-Like Cars Drive Loyalty? The Role of Anthropomorphism

Abstract

In contemporary markets, the value of a product extends beyond its price and functional utility, encompassing design, packaging, attractiveness, and positioning in the customer’s mind. These characteristics play a vital role in shaping customer purchase intentions in various industries. An emerging phenomenon contributing to this path is brand anthropomorphism. It is a way of attributing human-like characteristics, emotions, and personalities to a non-human entity. By infusing these human traits into products, brands establish a deeper emotional connection with their customers, influencing their trust and loyalty. This trend has been prevalent in the marketplace for more than a decade. Using a car’s physical attributes, 221 participants from the NCR region of India served as the sampling units. A smart PLS-SEM technique was used to obtain the results. This study examined the increasing importance of anthropomorphism in marketing, its psychological effects on consumers, and its role in promoting brand trust, attachment, and loyalty. By understanding the influence of anthropomorphic branding, businesses can create more compelling brand narratives and enhance their market position.