Paper Title
Brand Anthropomorphism: Developing and Validating The Measurement Scale from the Customer Perspective

Abstract
The main purpose of this study is to build a relationship between customer and brand through brand anthropomorphism and create the customer’s correlation to brands of brand companies. However, the related research did not have a systematic discussion about brand anthropomorphism. Therefore, this study tries to construct a reliable and valid brand anthropomorphism scale for researchers and practitioners. The sample used 338 students from technological and general universities. This study tested the manipulation check and exploratory factor analysis from the brand anthropomorphism scale by the brand logo. In additions, this study also examined the measurement invariance of the scale for the brand anthropomorphism types (brand product and mascot) by confirmatory factor analysis. The results showed that the brand anthropomorphism scale could be divided into four sub-scales and fitted to the second-order single factor model. The brand anthropomorphism scale is also a reliable and valid scale. Keywords- Brand anthropomorphism, confirmatory factor analysis, scale development.