2H Seeing Brands As Humans: Development and Validation of Brand Anthropomorphism Scale

The research develops a scale to measure the construct of brand anthropomorphism. Across five studies the 12-item BA scale demonstrates competent psychometric properties for convergent, invariance and discriminant validity and shows its unique position in nomological network of antecedent causes and consequential effects.



Citation:

Artyom Golossenko, Kishore Gopalakrishna Pillai, and Lukman Aroean (2019) ,"2H Seeing Brands As Humans: Development and Validation of Brand Anthropomorphism Scale", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 963-963.

Authors

Artyom Golossenko, University of East Anglia, UK
Kishore Gopalakrishna Pillai, University of East Anglia, UK
Lukman Aroean, University of East Anglia, UK



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had

Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA

Read More

Featured

M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

Read More

Featured

K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect

Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.