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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| Main Authors: | , , |
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| Format: | article |
| Language: | EN |
| Published: |
Taylor & Francis Group
2021
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| Subjects: | |
| Online Access: | https://doaj.org/article/a264c95e24ed4f15b4162bed444d7a5f |
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