INFLUENCE OF ANTHROPOMORPHIC . BRAND CHARACTER ON BRAND ATTITUDE (A STUDY ON BRAND CHARACTER SAFEGUARD)

Abstract

Purpose: The purpose of this study is to evaluate the influence of anthropomorphic brand character on brand trust and brand attitude in Pakistani context. As we know that now a days advertisements and promotion are at highest peaks so this study deals with evaluating the influence of anthropomorphic brand character on brand attitude. Methodology/sample:Primary methodology has been used in the current study. The research has a huge population therefore under non-probabilistic sampling it uses convenience sampling in order to access the participants easily. The total sample for the current study is 384 respondents. Findings:The findings of this research indicate that anthropomorphic brand character expertise, brand character relevance, brand character nostalgia and brand experience has a positive relationship with anthropomorphic brand character trust. Anthropomorphic brand character trust favorably effect attitude towards brand. Practical Implication:Marketers, brands, agencies and promoters can control anthropomorphic brand character trust by the use of specific types of anthropomorphic brand character qualities that affect the anthropomorphic brand character trust favorably. Brand character trust can be controlled and it plays a vital role in getting positive brand attitude. This controllability may lead towards their use in different promotional campaigns and advertisements where their use is essential. They can also effectively re introduce the anthropomorphic brand character suing the nostalgic properties and the nostalgic memories.