Should anthropomorphized brands engage customers? : the impact of social crowding on brand preferences
Marina Puzakova & Hyokjin Kwak
| Year of publication: |
November 2017
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|---|---|
| Authors: | Puzakova, Marina ; Kwak, Hyokjin |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 81.2017, 6, p. 99-115
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| Subject: | social crowdedness | brand anthropomorphization | interaction-oriented brands | social withdrawal | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jm.16.0211 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011776899