Dalman, M. Deniz; Agarwal, Manoj K.; Min, Junhong - In: European Journal of Marketing 55 (2021) 11, pp. 2917-2944
Purpose: This paper aims to investigate whether anthropomorphized (i.e. humanized) brands are judged less negatively for competence failures than for moral lapses and how these ethical judgments impact negative word-of-mouth (NWOM) intentions of less-lonely and more-lonely consumers....