Befriending Mr. Clean : the role of anthropomorphism in consumer-brand relationships
Year of publication: |
2015
|
---|---|
Authors: | Wan, Jing ; Aggarwal, Pankaj |
Published in: |
Strong brands, strong relationships. - London : Routledge, ISBN 978-1-138-78683-7. - 2015, p. 119-134
|
Subject: | Markenimage | Brand image | Printwerbung | Print advertising | Menschenbild | Concept of man | Persönlichkeitspsychologie | Personality psychology | Beziehungsmarketing | Relationship marketing |
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