You're so loveble : anthropomorphism and brand love
Year of publication: |
2014
|
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Authors: | Rauschnabel, Philipp A. ; Ahuvia, Aaron C. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 21.2014, 5, p. 372-395
|
Subject: | brand love | consumer-brand relationships | anthropomorphism | Konsumentenverhalten | Consumer behaviour | Emotion | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenführung | Brand management | Virales Marketing | Viral marketing | Menschenbild | Concept of man |
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