Anthropomorphized vs objectified brands: which brand version is more loved?
Year of publication: |
2020
|
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Authors: | Delgado-Ballester, Elena ; Palazón, Mariola ; Peláez, Jenny |
Published in: |
European journal of management and business economics : EJM&BE. - Bingley : Emerald Publishing Limited, ISSN 2444-8494, ZDB-ID 2856989-1. - Vol. 29.2020, 2, p. 150-165
|
Subject: | Brand love | Anthropomorphism | Anticipated separation distress | Emotional connection | Self-brand integration | Markenführung | Brand management | Emotion | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1108/EJMBE-04-2019-0063 [DOI] hdl:10419/254191 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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