Nguyen Thanh Dan Ngoc; Phuc Ngo Trong - In: Cogent business & management 10 (2023) 2, pp. 1-15
This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on the attachment between consumers and … relationship between structures. Research results show that Brand Anthropomorphism has a direct impact on Intimacy and Brand … Engagement, and Intimacy is the mediator between Brand Anthropomorphism and Brand Engagement. In addition, the research results …