FROM PERSONIFICATION TO PREFERENCE: THE IMPACT OF BRAND HUMANIZATION ON CONSUMER EMOTIONAL ENGAGEMENT

DOI: https://doie.org/10.65985/APER.2026848293

Authors:

Dr. Monali Sharma, Dr. Christina Shiju

Keywords:

brand humanization, FMCG, attributes, Consumer

Abstract:

Brand humanization is involving the imbuing of desired FMCG brand with those of human-based traits and with emotions, therein significantly of the impacting consumers emotional engagement by also of fostering trust, of loyalty, and also of deeper sense of personal connection, ultimately leading to the increased brand preference. Brand humanization accords subtly therein a brand as a something more relatable, and authentic, inconsiderably a empathetic entity rather than just a faceless corporation. Emotional engagement in marketing is justifiably about the individuals feelings that a normal consumer has towards the requisite brand. Using the brand humanization methods like that of having a having of a relatable mascot, the user generated content (UGC), and therein of displaying expertise,of humanized brands therein become more relatable and can then stand out in a crowded brand market. This approach shifts focus from the constant selling to the providing out of value and understanding of customer needs, which then strengthens relationships and encourages repeat purchases and recommendations. This paper analyses the brand- humanization’s aspect of relevance in prominent Indian FMCG brands. Brand personification for the prominent FMCG brands is a then critical marketing strategy that then assigns human-like traits, and personalities, and characteristics to the products to build a stronger connection and loyalty with consumers. Brand campaigns have seemingly been analyzed by using of SEM then to measure attributes of brand humanization attributes. The paper hence seeks to understand the base consumer response for each of the specified FMCG brands and their related humanization attributes.

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