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.

本文旨在研究品牌拟人化决定因素对增加顾客对大卖场品牌的喜爱行为的机会的影响。为此，探索了品牌拟人化的五个决定因素（品牌设计，产品属性，品牌拟人化，品牌自我融合[BSC]和品牌广告）。此外，在确定性因素分析的帮助下，对626名受访者的样本量进行了结构方程建模，从而验证了所提出的框架。之后，开发了logit模型，用于使用logistic回归分析检查品牌拟人化对大卖场品牌客户的爱/冷漠行为概率的影响。