Gender-Based Differences in Brand Anthropomorphism Perception: Identifying Distinct Consumer Segments

Abstract

Brand anthropomorphism has become an increasingly important branding strategy that enables consumers to perceive brands as possessing human-like characteristics, emotions, and personalities, thereby strengthening consumer–brand relationships. Gender-related variations in brand anthropomorphism perception and the identification of customer categories based on these variations, however, have not been thoroughly studied. The objectives of this study are to find out how customers perceive brand anthropomorphism, look at gender disparities, identify different consumer segments, and evaluate how brand anthropomorphism affects consumer behaviour. 600 customers were given a structured questionnaire as part of a quantitative, cross-sectional study design. Multiple regression analysis, cluster analysis, independent samples t-test, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) were all used to analyse the data. Human-like traits, emotional connection, brand personality, social interaction, trustworthiness, and relationship orientation are the six factors of brand anthropomorphism perception that EFA discovered. These variables collectively accounted for 71.244% of the overall variation. With Cronbach's alpha values ranging from 0.889 to 0.932, the measuring scale showed outstanding dependability. Through acceptable model fit indices, discriminant validity, average variance extracted, composite reliability, and good standardised factor loadings, CFA validated the six-factor model's validity and reliability. The findings revealed that consumers generally hold favorable perceptions of anthropomorphic brands, with human-like characteristics and emotional connection emerging as the most influential dimensions. Significant gender differences were observed across all dimensions, with female consumers exhibiting stronger perceptions of anthropomorphic brands than male consumers. Cluster analysis identified three distinct consumer segments, highlighting gender as an effective basis for market segmentation. Furthermore, regression analysis demonstrated that brand anthropomorphism exerts a significant positive influence on consumer behavior, with emotional connection emerging as the strongest predictor, followed by human-like characteristics and relationship orientation. By combining Anthropomorphism Theory, Brand Personality Theory, Consumer–Brand Relationship Theory, Gender Schema Theory, and Social Role Theory into a single empirical framework, the study expands on previous research. By highlighting the significance of gender-sensitive anthropomorphic branding strategies that promote emotional engagement, strengthen consumer-brand relationships, and enhance brand preference and loyalty in increasingly digital and technology-driven marketplaces, the findings offer useful theoretical insights into consumer behaviour as well as practical implications for marketers.