Acting like an interpersonal relationship : cobrand anthropomorphism increases product evaluation and purchase intention
Year of publication: |
2023
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Authors: | Han, Jie ; Wang, Desheng ; Yang, Zhihao |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 167.2023, p. 1-13
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Subject: | Brand identity fit | Cobrand anthropomorphism | Perceived interbrand relationship commitment | Product evaluation | Purchase intention | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing |
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