Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on soci
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ORIGINAL ARTICLE
Human‑like versus me‑like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands Hyun Ju Jeong1 · Jihye Kim1 Revised: 25 April 2020 / Accepted: 2 October 2020 © Springer Nature Limited 2020
Abstract 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 anthropomorphized (vs. nonanthropomorphized) brand messages, consumers are more likely to perceive a greater sense of warmth and buying pleasure. The mediation analysis reveals that warmth is a psychological mediator underlying the positive effect of anthropomorphic messages on buying pleasure. Study 2 finds that those who perceive high (vs. low) self-brand congruity are more likely to perceive social connections to brands, warmth perceptions, and buying pleasure. Further, these effects are more prominent when anthropomorphized brands are utilitarian products. For hedonic products, however, consumers report consistently favorable responses regardless of the degree of self-brand congruity. The mediation analysis shows that the positive effect of self-brand congruity on buying pleasure is sequentially mediated by social connections and then warmth consumers perceive toward the brands. Theoretical and practical implications are discussed with specific reference to the integration of brand anthropomorphism and CSR. Keywords Corporate social responsibility · Brand anthropomorphism · Warmth · Buying pleasure · Self-brand congruity
Introduction A growing number of companies have strived to communicate with consumers through corporate social responsibility (hereinafter CSR). Among the largest 4900 companies around the world, nearly 75% publicized their CSR activities (KPMG 2017) in 2017 to present their ethical commitment to consumers, which was a 50% increase from CSR communication in 2013 (KPMG 2013). A rich body of scholarship has also suggested that CSR contributes to creating the value of a brand in competitive markets (e.g., Chandler 2020). Accordingly, Fortune Global 500 companies spend more than $20 billion a year on CSR activities (UNESCO * Hyun Ju Jeong [email protected] 1
Department of Integrated Strategic Communication, College of Communication and Information, University of Kentucky, McVey 211, Lexington, KY 40506, USA
2015), considering it the most important commitments they should sustain and expand (Pappalardo 2017). Defined as “a commitment of [a corporation] to improve community well-being through discretionary business practices and contributions of corporate resources” (Kotler and Lee 2004, p. 3), CSR encompasses various ethical activities of companies, with p
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