To collaborate or serve? : effects of anthropomorphized brand roles and implicit theories on consumer responses
Bing Han, Liangyan Wang, and Xiang (Robert) Li
| Year of publication: |
2020
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|---|---|
| Authors: | Han, Bing ; Wang, Liangyan ; Li, Xiang |
| Published in: |
The Cornell hospitality quarterly. - Thousand Oaks, Calif. : Sage, ISSN 1938-9663, ZDB-ID 2381244-8. - Vol. 61.2020, 1, p. 53-67
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| Subject: | branding | anthropomorphism | personification | implicit theory | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1938965519874879 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012158153