Humanizing brands : when brands seem to be like me, part of me, and in a relationship with me
Deborah J. MacInnis, Valerie S. Folkes
| Year of publication: |
July 2017
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| Authors: | MacInnis, Deborah J. ; Folkes, Valerie S. |
| Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 27.2017, 3, p. 355-374
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| Subject: | Anthropomorphism | Branding | Brand personality | Brand-self-congruity | Brand attachment | Brand relationships | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jcps.2016.12.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011739830