<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632026000100081</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi57.7997</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Do Human-Like Cars Drive Loyalty? The Role of Anthropomorphism]]></article-title>
<article-title xml:lang="es"><![CDATA[¿Los coches con apariencia humana fomentan la lealtad? El papel del antropomorfismo]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sharma]]></surname>
<given-names><![CDATA[Aditi]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tanwar]]></surname>
<given-names><![CDATA[Samridhi]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Indira Gandhi University  ]]></institution>
<addr-line><![CDATA[Meerpur ]]></addr-line>
<country>India</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Indira Gandhi University  ]]></institution>
<addr-line><![CDATA[Meerpur ]]></addr-line>
<country>India</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2026</year>
</pub-date>
<volume>27</volume>
<numero>57</numero>
<fpage>81</fpage>
<lpage>106</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632026000100081&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632026000100081&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632026000100081&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT In contemporary markets, the value of a product extends beyond its price and functional utility, encompassing design, packaging, attractiveness, and positioning in the customer&#8217;s mind. These characteristics play a vital role in shaping customer purchase intentions in various industries. An emerging phenomenon contributing to this path is brand anthropomorphism. It is a way of attributing human-like characteristics, emotions, and personalities to a non-human entity. By infusing these human traits into products, brands establish a deeper emotional connection with their customers, influencing their trust and loyalty. This trend has been prevalent in the marketplace for more than a decade. Using a car&#8217;s physical attributes, 221 participants from the NCR region of India served as the sampling units. A smart PLS-SEM technique was used to obtain the results. This study examined the increasing importance of anthropomorphism in marketing, its psychological effects on consumers, and its role in promoting brand trust, attachment, and loyalty. By understanding the influence of anthropomorphic branding, businesses can create more compelling brand narratives and enhance their market position.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN En los mercados contemporáneos, el valor de un producto va más allá de su precio y utilidad funcional, abarcando diversos componentes, como el diseño, el empaque, el atractivo y el posicionamiento en la mente del cliente. Estas características desempeñan un papel vital en la configuración de las intenciones de compra de los clientes en diversas industrias. Un fenómeno emergente que contribuye a esta tendencia es el antropomorfismo de marca. Se trata de una forma de atribuir características, emociones y personalidad humanas a una entidad no humana. Al incorporar estos rasgos humanos en sus productos, las marcas establecen una conexión emocional más profunda con sus clientes, lo que influye en su confianza y lealtad hacia la marca. Esta tendencia ha prevalecido en el mercado durante más de una década. Utilizando los atributos físicos de un automóvil, se emplearon 221 participantes como unidad de muestreo en la región NCR de la India. Se utilizó una técnica inteligente, PLS-SEM, para obtener los resultados. Este estudio examinó la creciente importancia del antropomorfismo en el marketing, sus efectos psicológicos en los consumidores y su papel en el fomento de la confianza, el apego y la lealtad a la marca. Al comprender la influencia de la marca antropomórfica, las empresas pueden crear narrativas de marca más atractivas y mejorar su posición en el mercado.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Anthropomorphism]]></kwd>
<kwd lng="en"><![CDATA[Automobile]]></kwd>
<kwd lng="en"><![CDATA[Cars]]></kwd>
<kwd lng="en"><![CDATA[Customers]]></kwd>
<kwd lng="en"><![CDATA[Loyalty]]></kwd>
<kwd lng="en"><![CDATA[M37]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[D12]]></kwd>
<kwd lng="es"><![CDATA[antropomorfismo]]></kwd>
<kwd lng="es"><![CDATA[automóvil]]></kwd>
<kwd lng="es"><![CDATA[coches]]></kwd>
<kwd lng="es"><![CDATA[clientes y lealtad]]></kwd>
<kwd lng="es"><![CDATA[M37]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[D12]]></kwd>
</kwd-group>
</article-meta>
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