To Competence or Warmth? Effects of Anthropomorphized Brand Roles and Brand Transgression on Consumer Responses
Abstract
Based on Expectation Violation Theory and Cognitive Appraisal Theory, this study examines how congruence between brand anthropomorphism (competence vs. warmth) and transgression type (performance vs. moral) shapes consumer reactions, with disappointment as a mediator.A 2×2 between-subjects experiment revealed a interactive effect: competence-positioned brands provoked stronger negative responses to performance failures, while warmth-positioned brands elicited stronger reactions to moral failures.Disappointment mediated this interaction.These findings enrich the anthropomorphism and brand transgression literature by introducing a role-congruence perspective, and offer practical guidance for brand strategy and crisis management.
Fields of Study & Subjects
Consumer Behavior in Brand Consumption and Identification
AI in Service Interactions
Corporate Identity and Reputation
Publication details
- Journal / source
- Advances in economics, business and management research/Advances in Economics, Business and Management Research
- Pages
- 305–314
- Publication date
- 1 January 2026
- Language
- EN
- Document type
- Book chapter