Warmth or competence : brand anthropomorphism, social exclusion, and advertisement effectiveness
Year of publication: |
2022
|
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Authors: | Liu, Fu ; Wei, Haiying ; Zhu, Zhenzhong ; Chen, Haipeng |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 67.2022, p. 1-11
|
Subject: | Ad effectiveness | Brand anthropomorphism | Need for uniqueness | Social exclusion | Soziale Ausgrenzung | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
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