Seeing brands as humans : development and validation of a brand anthropomorphism scale
Artyom Golossenko, Kishore Gopalakrishna Pillai, Lukman Aroean
| Year of publication: |
2020
|
|---|---|
| Authors: | Golossenko, Artyom ; Pillai, Kishore Gopalakrishna ; Aroean, Lukman |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 37.2020, 4, p. 737-755
|
| Subject: | Brand anthropomorphism | Brand perception | Consumer-brand relationships | Scale development | Scale validation | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Wahrnehmung | Perception | Markentreue | Brand loyalty | Messung | Measurement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2020.02.007 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494713