The dialogue between social perception and consumer-brand relationship theories opens new opportunities for studying brands as intentional agents. To advance branding research in the spirit of interdisciplinary inquiry, we propose to investigate the process of anthropomorphism through which...

Brands rushed into social media, viewing social networks, video sharing, online communities, and micro-blogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted with the stark realization...