Does brand anthropomorphism matter? Impact on brand loyalty and consumer decision-making

Based on the Stimulus-Organism-Response (S-O-R) theoretical framework, this study focuses on the context of digital marketing to explore in depth the impact and inherent mechanism of brand anthropomorphism (BA) on brand loyalty and consumer decision-making. By conducting a cross-sectional survey among 310 Chinese consumers with relevant product usage experience, this study draws the following conclusions: (1) Brand anthropomorphism exerts a significant positive predictive effect on brand loyalty and consumer decision-making; (2) Consumer interaction plays a partial mediating role in the aforementioned relationships, which translates the emotional value embodied by brand anthropomorphism into the core drivers of consumer decision-making; (3) Perceived anthropomorphism–product fit (PAF) moderates the proposed mechanism, with the strength of the indirect pathway via Consumer Interaction varying across levels of PAF. These findings not only reveal the underlying mechanism through which brand anthropomorphism influences consumer behavior,but also provide practical managerial insights for enterprises to formulate differentiated brand anthropomorphism marketing strategies. • In digital marketing, brand personification has a positive predictive effect on loyalty and purchasing decisions. • Consumer interaction partially mediates the effects of brand anthropomorphism on both outcomes. • Enterprises should combine anthropomorphic images with product backgrounds to maximize relationships and behavioral outcomes.