Delgado-Ballester, Elena; Palazón, Mariola; Peláez, Jenny - In: European journal of management and business economics : … 29 (2020) 2, pp. 150-165
Purpose The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers' liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated...