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~isPartOf:"International journal of consumer studies"
~isPartOf:"Journal of marketing"
~person:"Puzakova, Marina"
~subject:"Konsumentenverhalten"
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Konsumentenverhalten
Beziehungsmarketing
2
Brand
2
Brand image
2
Brand management
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Consumer behaviour
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Markenartikel
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Markenführung
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brand anthropomorphization
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Gerechtigkeit
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agency–communion orientation
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Puzakova, Marina
Brooks, Gillian
2
Dahl, Darren W.
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Kwak, Hyokjin
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MacInnis, Deborah J.
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Paul, Justin
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International journal of consumer studies
Journal of marketing
International journal of advertising : the quarterly review of marketing communications
1
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
1
Journal of consumer research : JCR ; an interdisciplinary bimonthly
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Journal of the Academy of Marketing Science
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ECONIS (ZBW)
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Better not smile at the price : the differential role of brand anthropomorphization on perceived price fairness
Kwak, Hyokjin
;
Puzakova, Marina
;
Rocereto, Joseph F.
- In:
Journal of marketing
79
(
2015
)
4
,
pp. 56-76
Persistent link: https://www.econbiz.de/10011304637
Saved in:
2
Should anthropomorphized brands engage customers? : the impact of social crowding on brand preferences
Puzakova, Marina
;
Kwak, Hyokjin
- In:
Journal of marketing
81
(
2017
)
6
,
pp. 99-115
Persistent link: https://www.econbiz.de/10011776899
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