The elements of brand anthropomorphism : qualitative investigation into local brands amongst young adult consumers
Year of publication: |
2022
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Authors: | Mayasari, Iin ; Haryanto, Handrix Chris |
Published in: |
ASEAN marketing journal : Association of Southeast Asian Nations marketing journal. - Depok : Management Research Center, Department of Management, Faculty of Economics, University of Indonesia, ISSN 2356-2242, ZDB-ID 2894984-5. - Vol. 14.2022, 1, p. 53-71
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Subject: | Brand anthropomorphism | brand congruity | brand personality | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Jugendliche | Youth | Beziehungsmarketing | Relationship marketing | Werbewirkung | Advertising effects |
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