The Role of Brand Personality Appeal in AI Subscription Intentions and Brand Advocacy: Mediating Effects of Trust and Emotional Engagement And the Moderating Role of Anthropomorphism Tendency

Artificial Intelligence (AI) Large Language Models (LLMs) such as ChatGPT and Google Gemini are increasingly embedded into users' daily lives, transitioning from functional tools to branded digital companions. While much research in the human-AI interaction field has emphasized functionality, trust, or affect, the role of Brand Personality Appeal (BPA) - defined as the degree to which a brand's personality is perceived as favorable, original, and clearly defined-remains underexplored in this domain. This study addresses this gap by investigating how BPA influences two critical user outcomes: AI subscription intentions and brand advocacy, through the mediating roles of user trust and emotional engagement. In addition, the study examines whether anthropomorphism tendency moderates the effects of BPA on these mediators. Guided by Consumer-Brand Relationship Theory (Fournier, 1998), a conceptual model was constructed to test the proposed relationships. A cross-sectional online survey (N = 200) was conducted among users with prior experience using AI LLMs. Validated scales were adapted to measure BPA (favorability and clarity), user trust, emotional engagement, brand advocacy, subscription intentions, and anthropomorphism tendency. The data were analyzed using regression-based mediation and moderation analysis via PROCESS macro in SPSS. Findings revealed that both BPA dimensions (favorability and clarity) significantly and positively influenced user trust and emotional engagement, which in turn predicted brand advocacy and subscription intentions. Mediation analyses confirmed that these two psychological mechanisms: cognitive and affective serve as parallel mediators linking BPA to the behavioral outcomes. Notably, emotional engagement emerged as the sole significant mediator between BPA clarity and AI subscription intentions. However, anthropomorphism tendency did not moderate any of the hypothesized relationships, suggesting that BPA's impact on trust and engagement may be consistent across varying levels of anthropomorphic perception. The study offers several theoretical and managerial implications. Theoretically, it contributes to a more nuanced understanding of how relational branding mechanisms operate in AI contexts, reinforcing the dual-process logic of persuasion. Managerially, the results underscore the importance for AI developers and marketers to strategically craft favorable and consistent brand personalities that foster trust and emotional bonds. Overall, this research highlights the emerging significance of brand personality as a central determinant in shaping meaningful human-AI relationships.