Purpose: This paper aims to clarify an important nuance by proposing that people attribute human mind to brands on two distinct dimensions: think and feel. Design/methodology/approach: Eight studies were conducted to first develop and validate the 14-item Brand Anthropomorphism Questionnaire,...

Purpose: This paper aims to investigate whether corporate social responsibility (CSR) efforts that are oriented toward shared value creation generate any perceptual advantages in terms of consumer product attributes evaluations compared with other types of CSR. The study also uncovers...