have shown that brand anthropomorphism enhances consumer brand evaluations in terms of likability, positive sentiments …

consciousness. Therefore, this study aims to explore the serial mediating effect of brand image and brand evaluations of the effect … performed to test the research hypotheses. As a result, brand hypocrisy has a direct effect on brand evaluations, brand distance …, brand image and brand evaluations serially mediate the effect of brand hypocrisy on brand distance and nWOM, where nutrition …