The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands

This article aims to examine the effect of brand anthropomorphism determinants on the chance of increasing customers’ loving behaviour for the hypermarket brand. For this purpose, the five determinants (brand design, product attributes, brand personification, brand self-congruity [BSC] and brand advertisements) of brand anthropomorphism are explored. Further, the proposed framework is validated with the help of confirmatory factor analysis- structural equation modelling on the sample size of 626 respondents. After that, a logit model is developed for examining the effect of brand anthropomorphism on the probability of customers’ loving/indifferent behaviour for the hypermarket brands using logistic regression analysis. This study is a reasonable effort for investigating the underlying factors of brand anthropomorphism and its influence on customers’ loving behaviour towards the hypermarket brands, which adds a significant contribution to the literature of brand anthropomorphism, customer–brand love and customer–brand relationship.