Purpose This paper aims to addresses an important gap in anthropomorphism research by examining the individual-level factors that correlate with anthropomorphic tendency. Design/methodology/approach The extant psychology, marketing and consumer psychology literature is reviewed, and eight...

An unacknowledged, global phenomenon in the sphere of computer applications, digital sport, plays an enormous part in training and performance enhancement. This publication provides an overview of the increasing level of digitization in sport including areas of gaming and athlete training. It...

Purpose – The importance of branding in industrial contexts has increased, yet a comprehensive model of business‐to‐business (B2B) branding does not exist, nor has there been a thorough empirical study of the applicability of a full brand equity model in a B2B context. This paper aims to...