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July 2, 2026Journal of Product & Brand ManagementOpen Access

Buffering transgressions: role of anthropomorphism, attachment orientations and brand role in shaping advocacy intentions

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Authors

GSGurbir SinghIndian Institute of Management AmritsarATArchit Vinod TaparIndian Institute of Management RohtakMBM S BalajiMIT University

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Overview

Randomized trials explore how brand relationships affect consumer advocacy intentions after transgressions, suggesting key insights for branding strategies.

Key Points

  • This study aims to understand how anthropomorphism affects advocacy intentions following brand transgressions.
  • Conducted three experiments to test relationships between anthropomorphism and advocacy intentions.
  • Examined secure and dismissive brand attachment orientations through controlled settings.
  • Investigated differences in brand role perceptions (partner vs servant) across studies.
  • Advocacy intentions are significantly higher for anthropomorphized brands after a transgression compared to non-anthropomorphized brands.
  • Secure attachment orientation mediates the relationship between brand anthropomorphism and advocacy intentions.
  • Non-anthropomorphized brands performed better in advocacy intentions when framed as partners rather than servants.

Cite This Study

Singh et al. (2026) studied this question.

synapsesocial.com/papers/6a4600a29ed1343031310b00https://doi.org/10.1108/jpbm-06-2025-6045
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