Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands

This experimental study investigates the effects of brand anthropomorphism on humanlike brand perceptions and buying pleasure in corporate social responsibility (CSR). Drawing on two conceptual approaches to brand anthropomorphism, this research examines the effectiveness of CSR when brands are anthropomorphized (Study 1) and when anthropomorphized brands are congruent to self-concepts (Study 2). Study 1 finds that when CSR is presented by...