http://www.inquiriesjournal.com/authors/2547/kristen-calabro Inquiries Journal provides undergraduate and graduate students around the world a platform for the wide dissemination of academic work over a range of core disciplines. en-us Fri, 07 Aug 2026 01:54:49 -0400 Fri, 07 Aug 2026 01:54:49 -0400 http://www.inquiriesjournal.com/articles/1036/humanizing-a-brand-consumer-relationships-through-an-anthropomorphic-lens By Kristen Calabro - Brand loyalty develops as an intermixing of self-image and brand image, and anthropomorphized brands succeed when their ideal traits are utilized as brand personality components. To test the relationship between anthropomorphism and ideal traits, the researcher surveyed 211 Elon students and compared their preference for four brands from two industries. One brand from each industry utilized anthropomorphism techniques in the form of a spokescharacter, while the other brand did not. The results of the survey found that the use of a spokescharacter affected brand preference: It created significant... Sun, 30 Nov 2014 12:00 EST http://www.inquiriesjournal.com/articles/1036/humanizing-a-brand-consumer-relationships-through-an-anthropomorphic-lens