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Anthropomorphism in advertising : the effect of media on audience attitude
Agrawal, Shivani; Khandelwal, Utkal; Bajpai, Naval - In: Journal of marketing communications 27 (2021) 8, pp. 799-815
Persistent link: https://www.econbiz.de/10012697000
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Recapitulation of brand anthropomorphism : an innovating marketing strategy
Agrawal, Shivan; Bajpai, Naval; Khandelwal, Utkal - In: The marketing review 20 (2020) 1/2, pp. 143-156
Persistent link: https://www.econbiz.de/10012299480