Abstract: There has recently been a surge of research on novel evolving antecedents and outcomes in the consumer brand relationship literature. The purpose of this research is to combine the growing concepts of brand anthropomorphism and brand fidelity with the theory of planned behavior (TPB) in order to gain a better understanding of brand anthropomorphism and brand fidelity. The information was gathered from a survey of university students in the National Capital Region of Delhi, India. PLS SEM is used to empirically test the research model. Findings of the study shows, that the impact of brand anthropomorphism on consumer brand relationships are based on emotional factors (brand love) rather than behavioral factors (brand loyalty) which are further discovered to have a major influence on brand fidelity. The study adds to the body of knowledge on consumer brand relationships by advocating for the role of brand anthropomorphism in creating brand fidelity
Keywords: Brand Anthropomorphism, Brand love, Brand fidelity, Consumer Brand Relation
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