Can brand anthropomorphism trigger emotional brand attachment?
Year of publication: |
2023
|
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Authors: | Ma, Jianfeng ; Tu, Hongwei ; Zhou, Xing ; Niu, Wanjie |
Published in: |
The service industries journal. - London : Frank Cass, ISSN 1743-9507, ZDB-ID 2067915-4. - Vol. 43.2023, 7/8, p. 555-578
|
Subject: | Brand anthropomorphism | brand nostalgia | emotional brand attachment | positive affect | social exclusion | Markenführung | Brand management | Emotion | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Werbewirkung | Advertising effects |
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