When humanizing brands goes wrong : the detrimental effect of brand anthropomorphization amid product wrongdoings
Year of publication: |
2013
|
---|---|
Authors: | Puzakova, Marina ; Kwak, Hyokjin ; Rocereto, Joseph F. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 77.2013, 3, p. 81-100
|
Subject: | Marketingmanagement | Marketing management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | USA | United States |
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