Warmth or competence : brand anthropomorphism, social exclusion, and advertisement effectiveness
Fu Liu, Haiying Wei, Zhenzhong Zhu, Haipeng (Allan) Chen
| Year of publication: |
2022
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|---|---|
| Authors: | Liu, Fu ; Wei, Haiying ; Zhu, Zhenzhong ; Chen, Haipeng |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 67.2022, p. 1-11
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| Subject: | Ad effectiveness | Brand anthropomorphism | Need for uniqueness | Social exclusion | Soziale Ausgrenzung | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Werbewirkung | Advertising effects | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2022.103025 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013364472