Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth,psychological ownership,and self-brand congruity |
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| Affiliation: | 1. Department of Commerce, BPS Women University, Sonipat, Haryana, India;2. Department of Marketing, Griffith Business School, Gold Coast Campus, Griffith University, QLD 4222, Australia;3. TERI School of Advanced Studies, New Delhi, India;4. Sparsh Global Business School, Greater Noida, India;5. Griffith Business School, Nathan Campus, Griffith University, QLD 4110, Australia;1. Associate Professor of Marketing, Department of Marketing and Supply Chain Management, 3675 Central Ave, The University of Memphis, Memphis, TN 38152, United States;2. Professor of Marketing, Rennes School of Business, 2, Rue Robert d''Arbrissel, 35065 Rennes, France;3. Professor of Marketing, Wisconsin School of Business, The University of Wisconsin, Madison. 5194 Grainger Hall, 975 University Avenue, Madison, WI 53706, United States |
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| Abstract: | As consumers become more conscious of the deteriorating state of the environment, organizations too are beginning to demonstrate their sustainable commitments in ‘green’ branding through anthropomorphism. Extant literature has not been able to holistically cover this phenomenon, especially in terms of its importance in facilitating repurchase intention. Based on this lacuna, we explore how green anthropomorphic branding can influence consumers' brand warmth and psychological ownership, which in turn, could lead to repurchase intention. We explore the impact of ‘green self-congruity’ and its influence on this relationship. By illustrating the significance of constructs such as green brand anthropomorphism, psychological ownership, brand warmth, and self-congruity in facilitating repurchase intention. We apply the notion of self-congruity and enhance the literature on green anthropomorphic brands. This research provides guidelines to brand managers of green retail, to design strategies that focus on green anthropomorphic branding, facilitating consumers' repurchase intention. |
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| Keywords: | Brand anthropomorphism Brand warmth Psychological ownership Repurchase intention Self-brand congruity |
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