When AI speaks like us: the role of brand anthropomorphism in driving brand love and evangelism across developed and developing markets

The present study examines the role of brand anthropomorphism (BA) dimensions – moral virtue, conscious emotionality, cognitive experience, and appearance – in fostering brand love and brand evangelism for generative AI brands. Data were collected from four countries (two developed and two developing) and analyzed with PLS-SEM using SmartPLS 4.0. The results indicate that all BA dimensions positively influence brand love, though their effects on brand evangelism vary. Additionally, the study compares these relationships between consumers in developed and developing countries, revealing significant differences in the effects of BA dimensions on brand love and brand evangelism across both markets.