How brand self-disclosure helps brands create intimacy with customers : the role of information valence and anthropomorphism
Richard Huaman-Ramirez, Renaud Lunardo, Arturo Vasquez-Parraga
| Year of publication: |
2022
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|---|---|
| Authors: | Huaman-Ramirez, Richard ; Lunardo, Renaud ; Vásquez Párraga, Arturo |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 2, p. 460-477
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| Subject: | brand anthropomorphism | brand intimacy | brand self-disclosure | brand trust | willingness-to-buy (WTB) | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Vertrauen | Confidence |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21609 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012796120