The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity
The purpose of the study attempts to assess consumer reactions by classifying anthropomorphized messages according to the authenticity of a human brand with which they are associated. And also the study to investigate the causal relationship between attributions of human brand and consumer–brand rel...
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Autores principales: | , , |
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Formato: | article |
Lenguaje: | EN |
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Taylor & Francis Group
2021
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Materias: | |
Acceso en línea: | https://doaj.org/article/a264c95e24ed4f15b4162bed444d7a5f |
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