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. non-anthropomorphized) 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.

中文翻译：

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企业社会责任中的类人品牌与类我品牌：品牌拟人化对品牌社会认知和购买乐趣的有效性

本实验研究调查了品牌拟人化对企业社会责任 (CSR) 中人性化品牌认知和购买乐趣的影响。本研究利用品牌拟人化的两种概念方法，检验了当品牌拟人化（研究 1）和拟人化品牌与自我概念一致（研究 2）时 CSR 的有效性。研究 1 发现，当企业社会责任通过拟人化（与非拟人化）品牌信息呈现时，消费者更有可能感受到更大的温暖感和购买乐趣。中介分析表明，温暖是拟人化信息对购买快感的积极影响的心理中介。研究 2 发现，那些感知高的人（vs. 低）自我品牌一致性更有可能感知到与品牌的社会联系、温暖感知和购买乐趣。此外，当拟人化的品牌是实用产品时，这些影响更为突出。然而，对于享乐产品，无论自有品牌的一致性程度如何，消费者都会报告一致的好评。中介分析表明，自有品牌一致性对购买乐趣的正向影响依次由社会联系和消费者对品牌的温暖感介导。具体参考品牌拟人化和企业社会责任的整合，讨论了理论和实践意义。然而，无论自有品牌的一致性程度如何，消费者都报告一致好评。中介分析表明，自有品牌一致性对购买乐趣的正向影响依次由社会联系和消费者对品牌的温暖感介导。具体参考品牌拟人化和企业社会责任的整合，讨论了理论和实践意义。然而，无论自有品牌的一致性程度如何，消费者都报告一致好评。中介分析表明，自有品牌一致性对购买乐趣的正向影响依次由社会联系和消费者对品牌的温暖感介导。具体参考品牌拟人化和企业社会责任的整合，讨论了理论和实践意义。