Wünderlich, Nancy V.; Blut, Markus; Brock, Christian - In: Journal of Product Innovation Management 41 (2024) 5, pp. 1022-1046
service development (NSD) managers seemingly favor service robots that feature anthropomorphic design metaphors, so they … design metaphors might spill over to affect corporate brand perceptions. Study 1, a picture‐based scenario study with 109 … participants, reveals the impact of anthropomorphic design metaphors on untested corporate brand outcomes, such as brand trust and …
