Human-like versus me-like brands in corporate social responsibility : the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands
Year of publication: |
2021
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Authors: | Jeong, Hyun Ju ; Kim, Jihye |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 1, p. 32-47
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Subject: | Corporate social responsibility | Brand anthropomorphism | Warmth | Buying pleasure | Self-brand congruity | Corporate Social Responsibility | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Werbewirkung | Advertising effects |
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