How anthropomorphized brand spokescharacters affect consumer perceptions and judgments Is being cute helpful or harmful to brands?
Year of publication: |
2021
|
---|---|
Authors: | Chang, Chun-Tuan ; Chu, Ying-Yu Marcos ; Kao, Shih-Ting |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 61.2021, 2, p. 225-244
|
Subject: | Brand anthropomorphism | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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