Impact of Brand Anthropomorphism, Brand Attachment and Brand Emotion on Purchase Intention

Abstract

High dynamcity in marketing communication promote marketers to adopt various novel dimensions in their advertisements. This will increase the awareness, liking, recall, preferences and most importantly purchase intention of that brand. Thus, the purpose of this research is to measure the impact of brand anthropomorphism, brand attachment and brand emotion on purchase intention. Data were collected through a survey from 202 respondents  of age group between 20 to 35 years. Multiple regression has been used for data analysis.