Acting like an interpersonal relationship : cobrand anthropomorphism increases product evaluation and purchase intention
Jie Han, Desheng Wang, Zhihao Yang
| Year of publication: |
2023
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|---|---|
| Authors: | Han, Jie ; Wang, Desheng ; Yang, Zhihao |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 167.2023, p. 1-13
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| Subject: | Brand identity fit | Cobrand anthropomorphism | Perceived interbrand relationship commitment | Product evaluation | Purchase intention | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.114194 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014383201