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...
Guardado en:
| Autores principales: | , , |
|---|---|
| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
Taylor & Francis Group
2021
|
| Materias: | |
| Acceso en línea: | https://doaj.org/article/a264c95e24ed4f15b4162bed444d7a5f |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
