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The strengths of fashion film series : the effects on character empathy and brand anthropomorphism
Lim, Heejin An; Im, Hyunjoo; Lee, Garim - In: Journal of global fashion marketing : JGfM 13 (2022) 4, pp. 289-303
Persistent link: https://www.econbiz.de/10013410693
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The elements of brand anthropomorphism : qualitative investigation into local brands amongst young adult consumers
Mayasari, Iin; Haryanto, Handrix Chris - In: ASEAN marketing journal : Association of Southeast … 14 (2022) 1, pp. 53-71
Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism … and self-brand congruity based on the review of Guido and Peluso's conceptualization. Design/methodology/approach: This … organization can manage them well. Theoretical Contribution/Originality: It describes the elements of brand anthropomorphism …
Persistent link: https://www.econbiz.de/10014335628
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Warmth or competence : brand anthropomorphism, social exclusion, and advertisement effectiveness
Liu, Fu; Wei, Haiying; Zhu, Zhenzhong; Chen, Haipeng - In: Journal of retailing and consumer services 67 (2022), pp. 1-11
Persistent link: https://www.econbiz.de/10013364472
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Impact of dance in advertisements on emotional attachment towards the advertised brand : self-congruence theory
Manyiwa, Simon - In: Journal of promotion management : innovations in … 26 (2020) 1, pp. 144-161
Persistent link: https://www.econbiz.de/10012179110
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The impact of Hspanic-targeted advertising on consumers'brand love in services
Madadi, Rozbeh; Torres, Ivonne M.; Fazli-Salehi, Reza; … - In: Journal of international consumer marketing 33 (2021) 2, pp. 137-158
Persistent link: https://www.econbiz.de/10012483607
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Examining the effect of emotional branding in building brand equity of social marketing campaigns : a case on Swachh Bharat, India
Manohar, Sridhar; Kumar, Ramesh J.; Saha, Raiswa; … - In: Society and business review 18 (2023) 2, pp. 197-218
Persistent link: https://www.econbiz.de/10014334059
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The anatomy of a rivalry : the role of resentment in the development of brand attitudes
Alvarado-Karste, Diego; Kidwell, Blair - In: The journal of product & brand management 31 (2022) 4, pp. 637-653
Persistent link: https://www.econbiz.de/10013393667
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Brand avatar present or absent? : investigate brand avatar and consumer forgiveness in public apology
Wang, Xueying; Zhang, Yuexian - In: Journal of service theory and practice 34 (2024) 5, pp. 689-709
Persistent link: https://www.econbiz.de/10015055445
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Why does this brand speak to me? : conceptualization, scale development, and validation of brand relevance
Guèvremont, Amélie; Durif, Fabien; Grappe, Cindy G. - In: Journal of promotion management : innovations in … 27 (2021) 5, pp. 609-629
Persistent link: https://www.econbiz.de/10012549621
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Emotional brand attachment and brand love : the emotional bridges in the process of transition from satisfaction to loyalty
Ghorbanzadeh, Davood; Rahehagh, Atena - In: Rajagiri management journal 15 (2021) 1, pp. 16-38
partial least squares method. Findings - The results showed that brand love is the strongest antecedent of brand loyalty and … is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment … emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a …
Persistent link: https://www.econbiz.de/10012588608