Marketers impregnate brands with human interface (brand personification) to stimulate consumers' thinking about brands in human terms, a phenomenon nomenclated as anthropomorphism. Based on the literature focusing brand-consumer relationship and the prevailing theory of anthropomorphism, this paper aims to examine the impact of anthropomorphism on brand-consumer relationship under the probable moderation of self-brand integration and brand attitude. Literature revealed anthropomorphism to have an antecedent impact on brand love, a psychosomatic explanation to brand-consumer relationship. Self-brand integration and brand attitude is also likely to influence the impact of anthropomorphism on brand-consumer relationship and hence shall be studied. Findings from the empirical study conducted on 385 consumers demonstrated that anthropomorphisation has significant impact on brand-consumer relationship, while self-brand integration and brand attitude were found to moderate the link between anthropomorphism and brand-consumer relationship. The findings reinforce the existing theory of anthropomorphism in consumer-psychology literature, and the theoretical framework lends support to literature pertaining to brand-consumer relationship. The research illuminates marketers' branding strategies that target consumers with different dispositions in making anthropomorphic inferences across situations. An empirical investigation of anthropomorphism effects offers managerial implications for sustainable brand-consumer relationship.