Anthropomorphic brand management : an integrated review and research agenda
Year of publication: |
2022
|
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Authors: | Sharma, Monika ; Rahman, Zillur |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 149.2022, p. 463-475
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Subject: | Anthropomorphic brand strategy | Anthropomorphic marketing | Brand humanization | Designed brand anthropomorphism | Perceived brand anthropomorphism | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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