Abstract

Anthropomorphism is the attribution of human features to nonhuman entities. Brand anthropomorphization, as a popular marketing strategy, has only recently begun to spur interests of researchers. However, its potential negative repercussions have so far received scarce attention. Consisting of two studies, this thesis seeks to look into that gap. Specifically, study 1 examines the effects of brand anthropomorphismand power on brand attitudes amid product wrongdoings. Study 2 investigates the influence of power and two specific types of anthropomorphization (brand as a partner or as a servant) in the same setting. Power is manipulated as a contextually malleable status. In both studies, we explored the moderating effects of two dimensions of Hofstede’scultural orientations: power distance and uncertainty avoidance. As inherent traits, they are measured at an individual level. The findings suggestthat marketers should be aware of consumers’ power status, cultural orientations and their combined implications when imbuing anthropomorphic features to their brand. For example, consumers in high-power positions (compared to those in low-power positions) are more sensitive towards product wrongdoings involving a human-like brand. Also, high-power-people possibly favor less a servant brand (compared to a partner brand) when it has done wrong. On the one hand, in the short term, the manipulation of power balance might help with the brand crisis. But on the other, ethics and social responsibilities should not be omitted when long-term consumer-brand relationship is considered, especially when an anthropomorphized positioning is concerned.