The Power of Anthropomorphic Appeals for Environmental Corporate Social Responsibility (CSR) Advertising: With Mediation of Psychological Closeness and Moderation of Typefaces

Abstract

This research investigates the dynamic effectiveness of brand anthropomorphism in environmental corporate social responsibility (CSR) advertising. Using two experiments, it reveals greater intentions of consumers for environment-friendly purchases with the presence (vs. absence) of brand anthropomorphism (Study 1) and local brand (vs. global brand) anthropomorphism (Study 2) in CSR. In both studies, the psychological closeness consumers feel from brand anthropomorphism, specifically local brand anthropomorphism, serves as a mediator, particularly when these anthropomorphic appeals are paired with hand-written typefaces, not machine-written. Drawing from brand anthropomorphism literature, this study provides scholarly and practical implications, emphasizing the strategic development of brand personas in CSR advertising to optimize consumer compliance.

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