The role of gender in brand anthropomorphism of brand spokes-characters

Abstract

Brand anthropomorphism, which refers to brands being perceived as having human-like qualities, has been found to yield several brand benefits, two of which are brand loyalty and commitment and a willingness to spread positive word-of-mouth. These benefits make it a valuable consideration in the marketing domain. However, like other sets of beliefs, not all anthropomorphic beliefs have the same strength: they can range along a continuum from strongly held to weakly held anthropomorphic beliefs, thus affecting the degree to which they yield brand benefits. Yet the literature to date often appears to have explored this variance by comparing the anthropomorphic beliefs of personified non-human stimuli (which are mostly gender-neutral) with those of non-personified stimuli, or by exploring individuals’ general propensity to anthropomorphise. However, based on the dehumanisation literature, the gender of human beings has been found to play a role in the degree to which human beings are denied humanness. It can be anticipated, therefore, that the perceived gender of non-human stimuli is also likely to play a role in the degree to which they are attributed humanness. Although research on brand anthropomorphism has increased in recent years, little is known about the variance in the actual occurrence of the brand anthropomorphism of specific non-human brand stimuli, such as brand spokes-characters, using a gendered lens.

The primary purpose of this study, therefore, is to explore the role of gender in the brand anthropomorphism of brand spokes-characters in an NPO context. Since brand anthropomorphism has been found to yield several brand benefits, especially in the profit sector, it may also be a viable strategy for NPOs to consider as they strive to increase patronage in a competitive landscape. So this warrants further exploration of brand anthropomorphism in this context.

Data was collected from participants and respondents residing in South Africa who were over the age of 18 years. Since gender played a pivotal role in this study, equal gender quotas were set for these participants and respondents. The data was collected using a multi-method approach to address the primary purpose of this study, in three phases. First, unstructured interviews were conducted to explore the design of personified and gendered brand spokes-character stimuli. Second, based on the feedback from the unstructured interviews, the brand spokes-character stimuli were revised and were subsequently used as the stimuli in a focus group, in order to probe discussions and to unearth deeper meanings associated with these personified and gendered stimuli. Third, a survey questionnaire administered via an online panel was conducted to explore the role of gender in brand anthropomorphism in an NPO context. Three scenarios were created, in which only the gender (female, gender-neutral, or male) of the brand spokes-character stimulus used in each changed. A total of 600 respondents were recruited from a convenience sample, in which 200 respondents were respectively exposed to one of the three scenarios.

This study’s main findings arising from multiple analysis of variance (ANOVAs), multi-group moderation structural equation modelling (SEM), and mediation, were four-fold. First, this study uncovered the complexities involved in designing gendered and personified non-human brand stimuli. The brand spokes-characters’ gender was acknowledged more often than not, and the gendered brand spokes-characters appeared to play a role in their brand anthropomorphism and in their perceived suitability for NPOs. A suggestion to marketers, therefore, is to elicit brand anthropomorphism by endowing brand stimuli not only with observable biological cues, but also with more social cues, such as gender cues (e.g., clothing) in order to yield possible greater brand benefits. Second, on the role of brand spokes-characters’ acknowledged gender in brand anthropomorphism, it was found that there were no statistically significant differences in brand anthropomorphism based on the brand spokes-characters’ acknowledged gender. Marketers are therefore encouraged to elicit brand anthropomorphism to a greater degree by considering the use of more realistic (e.g., 3D design) brand stimuli that are not static in design, but that are able rather to move. Third, even though there were no statistically significant differences in the brand anthropomorphism of the brand spokes-characters, based on the delimitation of the human-like qualities constituting brand anthropomorphism in this study, there were significant differences in these characters’ other perceived unobservable human-like qualities, based on their acknowledged gender. These included the gender dimensions of brand personality (i.e., masculine and feminine brand personalities), and two of the three dimensions of source credibility (i.e., expertise and attractiveness). These results indicated that brand spokes-characters’ acknowledged gender does appear to play a role in the perceptions that they have unobservable human-like qualities, such as a feminine brand personality and/or expertise. According to the definition, such perceived unobservable human-like qualities could essentially also constitute anthropomorphism. Marketers are encouraged, therefore, to endow brand stimuli with either observable (e.g., a face) or unobservable (e.g., a voice) human-like attributes, as these are likely to elicit perceptions that such stimuli have unobservable human-like qualities (e.g., expertise). Fourth, the findings of this study indicated that the brand anthropomorphism of brand spokes-characters has an influence on brand affect, intention to donate, and donation behaviour, with brand affect and intention to donate playing a mediating role, and potential donors’ gender playing a moderating role in most of these direct relationships. Males were found to be more strongly persuaded to engage in prosocial behaviour by the brand anthropomorphism of the brand spokes-characters, while females were persuaded more by the brand affect toward these characters. One of the recommendations to marketers or managers of NPOs, therefore, is to consider carefully the gender of potential donors when communicating with them to elicit support.

Theoretically, this study extends the existing literature about brand anthropomorphism by using a gendered lens. Specifically, additional insight into the variance of the actual occurrence of brand anthropomorphism, using a gendered lens, is offered. In addition, one of the main overall managerial contributions of this study is that it highlights the importance of marketers endowing brand stimuli with observable (e.g., human-like female facial features) or unobservable gender cues (e.g., an audible human-like female voice). This is likely to enhance brand perceptions and ultimately lead to favourable intentions and behaviour toward the brand as a result. However, like all social science research, this study is not without its limitations. Among the several limitations highlighted in the study, one of them is that it focuses on the role of only one demographic variable in brand anthropomorphism – namely, gender. A recommendation for future research, therefore, is to consider exploring the role of other demographic variables such as cultural groups, which has been found to play an important role in the effectiveness of brand personification strategies; or education level, which has been found to influence how gender roles are perceived. The consideration of other demographic variables may provide deeper insight into brand anthropomorphism and its effectiveness that may not have been uncovered in this study.