Seeing brands as humans : development and validation of a brand anthropomorphism scale
Year of publication: |
2020
|
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Authors: | Golossenko, Artyom ; Pillai, Kishore Gopalakrishna ; Aroean, Lukman |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 37.2020, 4, p. 737-755
|
Subject: | Brand anthropomorphism | Brand perception | Consumer-brand relationships | Scale development | Scale validation | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Messung | Measurement | Wahrnehmung | Perception |
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