Brand anthropomorphism

Based on Expectation Violation Theory and Cognitive Appraisal Theory, this study investigates whether congruence between anthropomorphic brand positioning and transgression types significantly influences consumer responses, while examining the mediating role of disappointment. A between-subjects 2 (anthropomorphic positioning: competence vs. warmth) × 2 (transgression type: performance failure vs. moral failure) factorial experiment was conducted. The results show that competence-positioned brands trigger stronger negative consumer responses after performance failures compared to warmth-positioned brands, whereas warmth-positioned brands elicit more severe consequences following moral transgressions than competence-positioned brands. Disappointment mediates the interactive effect of anthropomorphic positioning and transgression types on consumer responses.