Human-like versus me-like brands in corporate social responsibility : the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands
Hyun Ju Jeong, Jihye Kim
| 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 |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-020-00212-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012433569