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 … consumers provided information about a brand from a stated list of 16 brands of clothing. Findings Both anthropomorphism and … brand anthropomorphism is only desirable when the humanized version of the brand is attractive for consumers. Research …
