When brands seem human, do humans act like brands? : automatic behavioral priming effects of brand anthropomorphism
Pankaj Aggarwal; Ann L. McGill
| Year of publication: |
2012
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|---|---|
| Authors: | Aggarwal, Pankaj ; McGill, Ann L. |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 39.2012/13, 2, p. 307-323
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| Subject: | Markenführung | Brand management | Markentransfer | Brand extension | Markenimage | Brand image | Werbewirkung | Advertising effects | Kanada | Canada |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009581293